Swimberghe, K., Darrat, M., Beal, B. D., Astakhova, M. 2018. Examining a psychological sense of brand community in elderly consumers. Journal of Business Research, 82: 171-178. [PDF, journal, project]
Abstract:
As the affluent baby-boomer segment rapidly approaches retirement, marketers are … more
Cater, J. J., Beal, B. D., Tarter, J., & Swimberghe, K. 2015. Motor Trike: Building a brand community. Case Research Journal, 35(2): 73-94. [journal]
Case Synopsis:
In August 1994, Jeff and Diane Vey purchased FNJ Engineering a fledgling motorcycle conversion kit manufacturer located in Troup,… more
Motor Trike, Inc. is an exciting and superbly-run family business located in Troup, TX, a small East Texas town approximately 20 miles southeast of Tyler, TX (where The University of Texas at Tyler is located). Here is a link to the company’s website; This is… more