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Questions and Answers
What is a reference group?
Which of the following is NOT one of the criteria used in classifying groups?
Which group may be less influential in shaping behaviors, but can influence in field of shared interest?
What is an aspirational reference group?
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What is a dissociative reference group?
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What happened to Burberry's sales and brand image after being copied by an antithetical segment called “chavs”?
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What is the main difference between consumption subcultures and brand communities?
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What is a potential advantage of anonymity in virtual communities?
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What is a key way in which brand communities differ from consumption subcultures?
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What is a potential disadvantage of shared practices, rules, and terminology in virtual communities?
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What is a key way in which brand communities may co-create value with the business?
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What is a normative belief?
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What is the difference between formal and informal rules?
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What is normative influence also known as?
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What is the difference between compliance and acceptance?
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What is referent power?
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What is legitimate power based on?
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What is Word of Mouth (WOM)?
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What is an opinion leader?
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What is the difference between an opinion leader and a market maven?
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What are the categories of innovation?
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What is the difference between Dynamically Continuous Innovation and Discontinuous Innovation?
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What is the adoption rate of Innovators in the Diffusion of Innovations model?
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What is the difference between Early Majority and Late Majority in the Diffusion of Innovations model?
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What has Burberry done to tackle fake products?
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What has been the impact of Burberry's association with 'chav' culture on the brand?
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What is Burberry's approach to downmarket customers who champion the brand?
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What does Rita Clifton, the chairman of Interbrand, believe about Burberry's move to expand upmarket?
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What is the percentage of Burberry's products that feature the plaid check?
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What is the name of Burberry's top-end label that includes very little check?
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What is the name of Burberry's chairman?
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What is the age range for Burberry's Thomas Burberry label?
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What is the name of Burberry's latest fragrance?
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What is the market capitalisation of Burberry in the past seven years?
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What is the name of the marketing professor at London Business School who previously believed that the mainstream hijacking of Burberry had irrevocably damaged the brand?
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How many countries does Burberry operate in?
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Study Notes
Burberry Embraces 'Chav' Culture and Maintains Global Success
- Burberry has grown from a £200m business to a market capitalisation of £2bn in the past seven years under the leadership of Rose Marie Bravo.
- The brand's iconic plaid check has become associated with 'chav' culture in the UK, but Burberry has extended the pattern into different colours and designs.
- The check only features on 8% of Burberry's products, but it is the first thing to greet visitors to the company's website and adorns the company's latest fragrance, Burberry Brit.
- Burberry has an internal anti-counterfeit team to tackle fake products, but the company wants to be seen as an "accessible luxury" brand, with a wide appeal.
- The brand has not expressed outrage over its association with downmarket customers and instead embraces its customers, whether they hail from council estates or country estates.
- Mark Ritson, a marketing professor at London Business School, previously believed that the mainstream hijacking of Burberry had irrevocably damaged the brand, but now recognises that the brand has maintained its global strength.
- Rita Clifton, the chairman of Interbrand, believes that Burberry's business must be set in its successful global context and that the brand's move to expand upmarket with the top-end Burberry Prorsum label may prove difficult.
- Burberry has three labels: Prorsum, which includes very little check; Burberry London, the most well-known and largest range, which includes the famous check-lined trenchcoats; and Thomas Burberry, for 16- to 25-year-olds.
- Burberry has extended the plaid check into a pink colourway and added a "scratch-look" design and striped variants.
- Burberry's success is not limited to the UK, and the brand operates in 26 countries.
- The brand's CEO, Rose Marie Bravo, has just signed a new contract keeping her at Burberry until July 2006, demonstrating her unwavering commitment to the brand.
- Burberry's strategy of not trying to stop downmarket customers championing the brand has prevented it from coming across as snobbish, and the brand is seen as "welcoming" and "democratic".
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Description
Test your knowledge on reference groups with this sociology quiz! Learn about social interactions, group formation, culture, social class, and the family. Discover the definition of a group and the concept of reference groups. Challenge yourself and see how much you know about human behavior in groups.