only 400 words each response to each question
1. Describe two virtual brand communities. Provide an example of a more recent brand community that got into trouble with consumers; and give an opposite brand example where the company connected well with the target audience. What are the opportunities and challenges of said communities for each of the specific brands?
2. We group consumers into social classes that say a lot about where they stand in society. Explain the major components of social class and social mobility and their various forms. How is social class important to lifestyle marketing?
3. Describe how teens have been found to use ridicule to exchange information about consumption norms and values. What is the difference between a membership reference group and an aspirational reference group in this regard? How can these be used in marketing?
4. One’s level of self esteem strongly influences the self-concept. Explain the ideal and actual self as part of one’s self-concept. How do we bridge the gaps between these two selves? Consider symbolic interactionism and the looking-glass self and discuss how these are used in self-esteem advertising.
