Annotative Bibliography

Annotative Bibliography - RonnieDengCOM3401 Branding...

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Ronnie Deng  COM 340  1 Branding Thompson, S. A., & Sinha, R. K. (2008). Brand Communities and New Product Adoption:The Influence   and   Limits   of   Oppositional   Loyalty.   Journal   Of   Marketing ,   72 (6),   65-80. doi:10.1509/jmkg.72.6.65.  Retrieved November 21, 2015.       In these days of modern existence, brands have taken up a great part in decision-making, and not surprisingly, branding is one of the most effective strategies used in campaigns and movements. The importance of branding in persuasion should not be argued against, instead, it should be studied further to reveal what makes this aspects so important.  Therefore, in this research paper, Thompson and Sinha asses how brand communities have been touted as means to increase customer loyalty and change their behavior, and examine the various ways brand community membership can influence the likelihood that customers will adopt a new product.  According to the research, proponents of brand communities have cited two ways these communities can influence adoption behavior.  First, brand communities have been found to foster a greater sense of loyalty toward the target brand.  Proponents argue that this loyalty may, in turn, increase the likelihood the community members will adopt new products form the brand.  In addition, brand communities   have   been   credited   with   generating   “oppositional   loyalty”   against   competing brands.    This  oppositional loyalty   may  benefit companies  by  reducing  the  likelihood  that community members will adopt products from competitors.  Given that Thompson and Sinha are both associate professors of Marketing in the Business School at Arizona State University, I’m confident that this primary source is rather credible in both marketing and academic area.         This research has furthered my knowledge on how branding operates in the persuasion of campaigns and movements. It is known to all that in a campaign or a movement, the objectives of a good branding should include delivering the message clearly, confirming the credibility, connecting the target prospects emotionally, motivating the audience and concreting user loyalty. However, what Thompson and Sinha are suggesting is that a good branding can also prevent people from adopting the idea or products from the competing brands.  In this way, not only does the persuader improves the loyalty to his own brand, but wins out over those of his competitors, which in return promotes the brand awareness and popularity of his own brand.   And it is obvious that the Truth campaign employs such branding strategy to prevent teenagers from
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  • Fall '14
  • Dr.D
  • Marketing, Brand, Sinha, Peer pressure

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