Having seen how companies can motivate their brand community members to remain loyal, it imperative to look into the significance of brand communities to consumer and marketers. Brand community has proved to be an essential tool in keeping afloat in the ever competitive market. Brand communities will therefore be significant in the following:
Fostering brand loyalty.
The brand communities act as a precursor to loyalty to a particular brand. Muniz and O'Guinn (2001), write "members feel an important connection to the brand, but more importantly, they feel a stronger connection to one another." Hence the brand loyalty will be fostered by the shared consciousness. This fact helps marketers in ensuring their company sales remain on top of the market always.
Recruiting new members
Once consumers become members of brand communities, they feel the moral responsibility to that particular community. Muniz and O'Guinn (2001), find that there is "a sense of duty to the community as a whole, and to individual members of the community." Which will include sharing information with outsiders and possibly recruiting new members to the community? A BMW owner will always urge others to join the BMW class citing all the pros that he or she has. This will in effect help marketers recruit more clients and possible brand loyalists increasing their sales in effect.
Brand enhancement
On brand communities members rituals and traditions Muniz and O'Guinn (2001), say they "represent vital social processes by which the meaning of the community is reproduced and transmitted within and beyond the community. These typically...
The corporation or seller could benefit by developing marketing strategies prior to consumer reviews being available online. Seller Response to Novice and Expert Consumers Before allowing consumers to post product reviews on a corporations or sellers website, the seller should consider the size of the segments of expert consumers and novice consumers. For example, the seller may benefit from selling certain products if a significant number of expert consumers exist, especially
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Introduction While a high-flying tech company is a great story to the outside observer, inside such a company can be quite chaotic, because the rapid pace of growth places strain on the talent within the company. The human resources department has to keep a rapid pace of hiring, ensuring all the while that it is bringing in the right people to support the mission going forward. Just as important, the new
Market Orientation of Medical Diagnostic Units Dissertation for Master of Health Administration i. Introduction ii. Objectives iii. Description iv Administrative Internship v. Scope and Approach vi. Growth vii. Methodology viii. Hypothesis ix. Survey Questionnaire x. Research Design xi. Observation and Data Presentation xii. Test provided xiii. Analysis of findings Marketability of Patient Satisfaction Importance of Employee Satisfaction xiv. Conclusions and Recommendations xv. Bibliography xvi. Notes xvii. Appendices Market Orientation of Medical Diagnostic Units
Diversity is increasingly becoming a serious HR issue for companies in the 21st century marketplace. Organizations have been forced to develop strategies for increasing the representation of minority groups and making their workplaces more favorable for them. General Mills was recently named one of the most inclusive companies in the world. This text examines the company's diversity program with the aim of determining what it does differently from competitors and
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