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BA 492 WINTER 2007

BA 492 WINTER 2007. Chapter 11: Group Influence. Reference Group. “An actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior”. School Groups?. Jocks… How did you relate to them? How did they relate to you?.

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BA 492 WINTER 2007

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  1. BA 492 WINTER 2007 Chapter 11: Group Influence

  2. Reference Group • “An actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior”

  3. School Groups? • Jocks… • How did you relate to them? • How did they relate to you?

  4. Types of Reference Groups • Formal vs. Informal • Positive vs. Negative • Membership and Nonmembership (aspirational, avoidance, and disclaimant)

  5. Reference Group Power • Referent Power: Admirable Qualities • Information Power • Legitimate Power • Expert Power • Reward Power • Coercive Power: Compliance?

  6. Conformity • Cultural Pressures • Fear of Deviance: Life cycle • Commitment • Group Unanimity, size, and expertise

  7. Influence on Purchase • Public Necessities • Private Necessities • Public Luxuries • Private Luxuries

  8. Word of Mouth • Credible? • Stimulate or Simulate • Motives • Product Involvement • Ego Involvement • Altruism • Dissonance Reduction

  9. Building Brand Community

  10. “Customer-Driven” “CRM” Conceptual Context “Brand Equity” “Experience Economy” “Loyalty”

  11. Our Experiences and Involvement • The “Biker Professors” • Subcultures of Consumption • Jeep Jeep Jamborees and Camp Jeep • Ethnographic Methods • Quantitative Triangulation

  12. Key Relationships of Brand Community Brand Product Customer Customer Company

  13. Key Relationships of Brand Community • Beyond functional benefits • Personal resonance and meaning Product

  14. Key Relationships of Brand Community • Of course, an organizing entity for knowledge about product attributes • Expressive and symbolic connections • Is this me? Brand

  15. Key Relationships of Brand Community • Direct: points of customer contact • Mediated Company

  16. Key Relationships of Brand Community • Exposure and interaction with fellow customers • Share a valued bond (experiential and/or symbolic) Customer

  17. The Bottom Line • Brand Community-Customer Loyalty Relationship • Repurchase Intent • Side Bets: branded apparel, accessories and customization • Missionary Efforts

  18. Beyond Jeep: Key Findings • Brand Community is Dynamic • Geographic concentration and not • Social context is intimate and not • Overlap with other important social groups

  19. Beyond Jeep: Key Findings • Brandfest: A Forum for Extraordinary Experience • Share extraordinary consumption experience • Virtual ties become real ties and weak ties grow stronger • Brand enthusiasm is infectious

  20. Beyond Jeep: Key Findings • Brand Socialization • New beliefs • New skills • New attitudes • communitas

  21. Beyond Jeep: Key Findings • Brand missionaries • Members who go forth and bring in new recruits

  22. Beyond Jeep: Key Findings • Relationship Longevity • Exit barriers • New challenges

  23. The End

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