| Brand community AM Muņiz Jr., TC O'guinn Journal of consumer research 27 (4), 412-432, 2001 | 9372 | 2001 |
| How brand community practices create value HJ Schau, AM Muņiz Jr, EJ Arnould Journal of marketing 73 (5), 30-51, 2009 | 3790 | 2009 |
| Religiosity in the abandoned Apple Newton brand community AM Muņiz Jr, HJ Schau Journal of consumer research 31 (4), 737-747, 2005 | 1716 | 2005 |
| Vigilante marketing and consumer-created communications AM Muņiz Jr, HJ Schau Journal of Advertising 36 (3), 35-50, 2007 | 622 | 2007 |
| American Girl and the brand gestalt: Closing the loop on sociocultural branding research N Diamond, JF Sherry Jr, AM Muņiz Jr, MA McGrath, RV Kozinets, ... Journal of Marketing 73 (3), 118-134, 2009 | 453 | 2009 |
| Why are themed brandstores so powerful? Retail brand ideology at American Girl Place S Borghini, N Diamond, RV Kozinets, MA McGrath, AM Muņiz Jr, ... Journal of Retailing 85 (3), 363-375, 2009 | 425 | 2009 |
| O’Guinn, TC (2001): Brand Community AM Muniz Journal of consumer research 27 (4), 412-432, 2001 | 404 | 2001 |
| JR., and Thomas C. O ‘Guinn.—Brand Community.“ AM Muniz Journal of Consumer Research 27 (4), 2001 | 329 | 2001 |
| How to inspire value-laden collaborative consumer-generated content AM Muņiz Jr, HJ Schau Business Horizons 54 (3), 209-217, 2011 | 320 | 2011 |
| Brand communities and personal identities: Negotiations in cyberspace HJ Schau, AM Muņiz Jr Advances in consumer research 29 (1), 344-349, 2002 | 255 | 2002 |
| Us versus them: oppositional brand loyalty and the cola wars AM Muņiz Jr, LO Hamer ACR North American Advances, 2001 | 251 | 2001 |
| Communal consumption and the brand TC O’GUINN, JR Albert M Muņiz Inside consumption, 274-294, 2005 | 230 | 2005 |
| Collaborating with customer communities: Lessons from the LEGO Group YM Antorini, AM Muņiz Jr, T Askildsen MIT Sloan Management Review 53 (3), 73-95, 2012 | 228 | 2012 |
| Marketing artistic careers: Pablo Picasso as brand manager AM Muņiz Jr, T Norris, GA Fine European Journal of Marketing 48 (1/2), 68-88, 2014 | 118 | 2014 |
| Brand community and the sociology of brands AM Muņiz Jr, TC O’Guinn Advances in consumer research 23, 265, 1996 | 93 | 1996 |
| The benefits and challenges of collaborating with user communities YM Antorini, AM Muņiz Jr Research-Technology Management 56 (3), 21-28, 2013 | 85 | 2013 |
| Collective brand relationships TC O’Guinn, AM Muniz Jr Handbook of brand relationships, 195-216, 2014 | 83 | 2014 |
| A tale of tales: the Apple Newton narratives HJ Schau, AM Muņiz Jr Journal of Strategic Marketing 14 (1), 19-33, 2006 | 76 | 2006 |
| Temperance and religiosity in a non-marginal, non-stigmatized brand community HJ Schau, AM Muņiz Jr Consumer tribes, 144-62, 2007 | 50 | 2007 |
| O‟ Guinn, TC (2001). Brand community AM Muniz Jr, LO Hamer Journal of Consumer Research 27 (4), 412-431, 0 | 45 | |
Hope SchauProfessor of Marketing, Paul Merage School, University of California IrvineVerified email at ad.uci.edu
