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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? Types of Reference Groups Formal vs. Informal Positive vs. Negative Membership and Nonmembership (aspirational, avoidance, and disclaimant) Reference Group Power Referent Power: Admirable Qualities Information Power Legitimate Power Expert Power Reward Power Coercive Power: Compliance? Conformity Cultural Pressures Fear of Deviance: Life cycle Commitment Group Unanimity, size, and expertise Influence on Purchase Public Necessities Private Necessities Public Luxuries Private Luxuries Word of Mouth Credible? Stimulate or Simulate Motives Product Involvement Ego Involvement Altruism Dissonance Reduction Building Brand Community Conceptual Context “CRM” “Loyalty” Our Experiences and Involvement The “Biker Professors” Subcultures of Consumption Jeep Jeep Jamborees and Camp Jeep Ethnographic Methods Quantitative Triangulation Key Relationships of Brand Community Brand Product Customer Customer Company Key Relationships of Brand Community Beyond functional benefits Personal resonance and meaning Product Key Relationships of Brand Community Brand Of course, an organizing entity for knowledge about product attributes Expressive and symbolic connections Is this me? Key Relationships of Brand Community Direct: points of customer contact Mediated Company Key Relationships of Brand Community Exposure and interaction with fellow customers Share a valued bond (experiential and/or symbolic) Customer The Bottom Line Brand Community-Customer Loyalty Relationship Repurchase Intent Side Bets: branded apparel, accessories and customization Missionary Efforts Beyond Jeep: Key Findings Brand Community is Dynamic Geographic concentration and not Social context is intimate and not Overlap with other important social groups 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 Beyond Jeep: Key Findings Brand Socialization New beliefs New skills New attitudes communitas Beyond Jeep: Key Findings Brand missionaries Members who go forth and bring in new recruits Beyond Jeep: Key Findings Relationship Longevity Exit barriers New challenges The End
