@inbook{3bfe17aceeea4bdea32af9cf1c228eee,
title = "Facilitating collective engagement through cultural marketing",
keywords = "Behavioral templates, Brand communities, Brand loyalists, Brand meaning, Collective consumption, Collective engagement, Consumer collaboration, Consumer engagement, Consumer-generated content, Cult of the author, Fan art, Fan fiction, Fansites, User-generated content",
author = "Schau, {Hope Jensen} and Alexander Schau",
year = "2020",
month = jun,
day = "17",
doi = "10.4324/9780203710807-13",
language = "English (US)",
isbn = "9781138561403",
pages = "153--167",
booktitle = "Marketing Management",
publisher = "Taylor and Francis Inc.",
}