Draft-Annotative Bibliography (the truth campaign)

Draft-Annotative Bibliography (the truth campaign) -...

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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, a brand has become something that means a lot to the thinking of people and something has now come to stay.  It’s the modern elite’s status symbol.  What will come to mind when one hears the term “brand” or “branding” in marketing? Nike? McDonald’s? Whatever it is, the importance of branding in the marketing mix should not be argued against, instead, it should be studied further to reveal what makes this aspects so important.  Therefore, 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
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  • Fall '14
  • Dr.D
  • Marketing, Brand, Sinha, Peer pressure, Brand   Communities

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