Brand Community and Transcendent
Customer Experience
Docsity.com
Prepare for your exams
Study with the several resources on Docsity
Earn points to download
Earn points by helping other students or get them with a premium plan
Guidelines and tips
Prepare for your exams
Study with the several resources on Docsity
Earn points to download
Earn points by helping other students or get them with a premium plan
Community
Ask the community
Ask the community for help and clear up your study doubts
University Rankings
Discover the best universities in your country according to Docsity users
Free resources
Our save-the-student-ebooks!
Download our free guides on studying techniques, anxiety management strategies, and thesis advice from Docsity tutors
Understanding Brand Communities and Transcendent Customer Experiences, Slides of Marketing Management
The concepts of brand communities and transcendent customer experiences (tces) through various definitions, flow and peak experiences, integration and loyalty, and their impact on consumers and society. It covers topics such as the differences between m & o'g and m, s & k definitions of brand communities, consciousness of kind, and the role of synergy.
Typology: Slides
2012/2013
1 / 7
This page cannot be seen from the preview
Don't miss anything!
Related documents
Partial preview of the text
Download Understanding Brand Communities and Transcendent Customer Experiences and more Slides Marketing Management in PDF only on Docsity!
Brand Community and TranscendentCustomer Experience
What are the two dominant definitions of a brandcommunity^ (M & O’G v. M, S & K)
What is consciousness of kind and why does it matter?What does the relational definition of a BC reveal about‘moral obligation to a brand’?What is a brand?
What is a peak experience?How and under what circumstances can a peakexperience effect attitudes?
Compare the concept of
brand community integration with that of the^ brand loyalty. How are they similar?Are they different in any meaningful ways?What is the role of synergy?
How meaningful are brand communities to consumers?If they are, why?What does that say about our society?