How Brand Communities Power Competitive Advantage
Unless you happen to be a Goth, love punk music, or are into cult-movie merchandise, you probably haven’t heard of the US mall-based retail chain Hot Topic. The stores are aimed at teens and young adults who see themselves as “counterculture,” selling them everything from licensed band T-shirts and skinny jeans to Funko Pop vinyl action figures and other fringe collectibles. Whatever the counterculture kids are into these days, Hot Topic is where they go...