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This research draws on qualitative interviews with primarily lower socioeconomic status (SES) public library internet users to illuminate their perceptions of economic benefits afforded by the internet. This powerful evidence challenges utopian new technological theories. The results from this study allow for the comparison of perspectives from Millennials, Generation Xers, Boomers, and the Silent generation. These results suggest a disconnect between the cultural mythology around the internet as an all-powerful tool and the lived experiences of lower SES respondents. Lower SES participants primarily use the internet to train and educate themselves in areas where they would like to work in the process of applying for jobs using the internet. Participants recognized marginal benefits such as socialization and less burdensome job application processes. However, they struggled to identify significant job-related benefits when comparing applying for jobs online as opposed to applying for jobs in person. With the exception of millennials, all generational groups believed in the economic promise of the internet to make their lives easier given enough time. Millennials, however, challenged the techno-utopianism expressed by other generations. Only millennials recognized the realities of digital inequalities that make techno-utopian outcomes unattainable given broader economic realities for low-SES individuals.

The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including co‐existence of sub‐tribes within a given brand community that allocate different meanings to a particular brand. This plurality of meanings seems exacerbated for global brands where meanings are shaped by tremendously varying cultures. Aims to address the issues.

This text relies on a comparative study of the meanings attributed to one particular global brand, Warhammer, by the members of its brand community in France and the USA.

Findings highlight the elements of homogeneity and heterogeneity that reside in the cross‐border meanings of the brand. The authors also discuss the marketplace relevance arising out of this plurality that should be taken into account by global marketers.

The present text argues that community attached to a global brand constitutes a complex phenomenon, one that both integrates and ignores geographical considerations.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

It has often been said that a great part of the strength of Aslib lies in the fact that it brings together those whose experience has been gained in many widely differing fields but who have a common interest in the means by which information may be collected and disseminated to the greatest advantage. Lists of its members have, therefore, a more than ordinary value since they present, in miniature, a cross‐section of institutions and individuals who share this special interest.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.