For what products are brand communities most

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For what products are brand communities most appropriate? How can a marketer foster a brand community? Brand communities seem most relevant for high-involvement, activity based products through weaker such communities may well exist for products such as soft drinks. It is difficult to imagine a meaningful brand community forming around products such as detergents, packaged food or drugs. A second condition for a strong brand community appears to be a degree of uniqueness to the brand itself. Fostering a community requires the form to establish a relationship with the owner. A brandfest is a gathering of owners and others for the purposes pf interacting with one another in the context of learning about and using the brand. What is an online social network site? What are the guidelines for markets operating in online communities and social networking sites? An online social network site is a web-based service that allows individuals to construct a public or semipublic profile within a bounded system, articulate a list of other users with whom they share a connection and view and traverse their list of connections and those made by others within the system. Guidelines for markers include transparency as it is critical that companies identify themselves and any posted content as such to avoid the risk of being found out and subjected to criticism from the community, to be part of the community not just market to it; adapt marketing efforts to fit the nature of the site; and take advantage of the unique capabilities of each venue. What types of group influence exist? What must a marketing manager be aware of these separate types of group influence? Informational influence, identification influence, and normative influence. The manager needs to be aware of which conformity type exists because it will affect the marketing strategy required. What five factors determine the strength of reference group influence in a situation? Product or brand use visibility to the reference group, the necessity nature of the product, the level of commitment to the group, the relevance of the behavior/product to the group, and the individuals confidence in his/her ability to make a sound decision. What is the Asch phenomenon and how do markets utilize it? An example of the fact that people will conform to a group opinion even when there is clear, objective evidence that the group is wrong.
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How can a marketer use knowledge of reference group influences to develop advertising strategies?
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