Dec 12, 2014
DePaul Professor Recognized For Industry Shaking Research
DePaul University Marketing Professor Al Muñiz is a trailblazer. Together with Thomas C. O’Guinn from the University of Wisconsin, Muñiz introduced the concept of “brand community” in an article of the same name that was published in the Journal of Consumer Research in March 2001. The article described the emergence of non-geographically bound groups of people who identify with a brand and feel a responsibility to share brand narratives and offer support and solutions associated with the brand. The work had a huge impact beyond business schools and businesses, as it changed the way the marketing industry looked at brands. Continue reading…
