Brand Communities

Question 1

What is a brand community?

Answer 1

A set of consumers who share a set of social relationships based on usage or interest in a particular product

Question 2

What are three characteristics of a brand community?

Answer 2

1. Shared conscious
2. Rituals and traditions
3. Sense of moral responsibility

Question 3

What are the benefits of brand communities for the consumer?

Answer 3

1. Social networking
2. Community engagement
3. Impression management
4. Brand use

Question 4

Who first wrote about brand communities?

Answer 4

Muniz and O’Guinn (2001)

Question 5

Discuss brand relationships

Answer 5

1. Love
2. Nostalgic attachement
3. Interdependence
4. Self-Concept attachment

Question 6

What are three stages of brand community and give an example of each

Answer 6

1. Belief systems (Innocent)
2. Religion (Apple)
3. Cult (Harley Davidson)

Question 7

What are the benefits of a brand community to marketers?

Answer 7

1. Loyalty
2. Continuous improvement
3. Brand advocates
4. Less likely to switch
5. Forgiveness

Question 8

What is a subculture of consumption?

Answer 8

A group that self-selects based on a common interest in a brand or consumption activity

Question 9

What are the three characteristics of a subculture?

Answer 9

1. Shared vision / values
2. Hierarchal social structure
3. Rituals and symbolism

Question 10

Give an example of subculture?

Answer 10

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