Building the Force: Enacting Brand Community by the Star Wars Droid Builder

Building the Force: Enacting Brand Community by the Star Wars Droid Builder

Humphrey Jr., W. F., Laverie, D. A., & Shields, A. B. (2017). Building the Force: Enacting Brand Community by the Star Wars Droid Builder. In C. L. Wang (Ed.), Exploring the Rise of Fandom in Contemporary Consumer Culture (1st ed., pp. 126–146). Hershey, PA: IGI Global.

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