Group Marketing: Theory, Mechanisms, and Dynamics

Volume: 81, Issue: 4, Pages: 1 - 24
Published: Jul 1, 2017
Abstract
Group marketing uses the psychological mechanisms underlying group influence to drive customer behaviors that are beneficial to the firm. It is predicated on the firm's ability to guide two necessary and sufficient conditions: (1) a customer's awareness of an affiliation with the focal group and (2) exposure to group norms. By examining what it means to be affiliated with a group; determining how group norms are inferred, applied, and...
Paper Details
Title
Group Marketing: Theory, Mechanisms, and Dynamics
Published Date
Jul 1, 2017
Volume
81
Issue
4
Pages
1 - 24
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