Type of contact 4 attraction 7 6 types of groups

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Unformatted text preview: of Contact 4. Attraction 7-6 Types of Groups Types Consumption Subcultures Identifiable hierarchy Set of shared beliefs and values Unique jargon and rituals 7-7 Types of Groups Brand Communities Brand communities can add Brand value to the ownership of the product and build intense loyalty. When a consumer becomes part of a brand community, remaining generally requires continuing to own and use the brand. This can create intense brand loyalty! Jeep has a longstanding loyal brand community Click the online button to link to Click the Jeep Jamboree Web site the 7-8 Types of Groups Types Online Community Community interacts around a topic of interest on the Community Internet Internet Online Social Network Sites MySpace Twitter YouTube 7-9 Types of Groups Types Four Guiding Principles Be transparent Be part of the community Adapt efforts to fit nature of site Adapt Take advantage of the unique capabilities of each Take venue venue 7-10 Reference Group Influences on the Consumption Process Consumption Types of Reference Group Influence Situational determinants of Reference Group Influence Brand vs. Product Class Influence Marketing Strategy and Reference Groups 7-11 Reference Group Influences on the Consumption Process Consumption Types of Reference Group Influence Reference group influence can take three forms: 1. Informational Influence 2. Normative...
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This document was uploaded on 04/06/2014.

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