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J.  McAlexander, Schouten, J., and Koenig, H., ?Building Brand Community?, Journal of Marketing, vol. 66, no. 1, pp. 38-54, 2002.\par \par J.  Schouten and McAlexander, J., ?Subcultures of Consumption: An Ethnography of the New Bikers?, Journal of Consumer Research, vol. 22, no. 1, pp. 43-61, 1995.\par \par J.  McAlexander, Schouten, J., and Roberts, S. D., ?Consumer Behavior and Divorce?, Research in Consumer Behavior, vol. 6, pp. 153-184, 1993.\par \par J.  McAlexander, Schouten, J., and Scammon, D., ?Positioning Professional Services: Segmenting the Financial Services Market?, Journal of Professional Services Marketing, vol. 7, no. 2, pp. 149-166, 1991.\par \par }