MSc. in Marketing and Consumer Studies Student Successfully Defends Thesis

The Department of Marketing and Consumer Studies would like to congratulate MSc. in Marketing and Consumer Studies Student, Jennfier Alvarado, on successfully defending her Master's Thesis "Are you a Lover or a Hater?: The Impact of the Brand Polarization Marketing Strategy on the Miracle Whip Facebook Brand Community". Jennifer's thesis explores the phenomenon of brand polarization. She uses a netnographic investigation on the Miracle Whip Facebook Brand page to uncover brand polarization strategies, the impact of these strategies on brand community and, the resulting construction of symbolic boundaries. Jennifier's advisor, Associate Professor Dr. May Aung, states that, Jennifer has demonstrated her competency in research through her outstanding Master of Science thesis and that there is a very strong possibility that this form of research holds the potential for future academic publication. The department is very proud of Jennifer's academic success at University of Guelph and we wish her all the best with her future endeavours.