What is a brand community, and why is it of interest to marketers?
Answer to relevant QuestionsDescribe the difference between a membership and an aspirational reference group and give an example of each kind. What is a prediction market? What is a kin-network system? Some retailers work hard to cultivate a certain look or image, and they may even choose employees who fit this look. Abercrombie & Fitch, for example, seems to link itself to a clean-cut, all-American image. At one point, a ...Industrial purchase decisions are very rational. Aesthetic or subjective factors do not—and should not—play a role in this process. Do you agree?
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