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| Tekijä: | Schiele, T. P. |
| Otsikko: | Die Marke: Bezugsobjekt normenbestimmten Verhaltens oder Druckmittel von Markenartikelherstellern ? |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1997 : 3.Q, VOL. 19:3, p. 185-188 |
| Asiasana: | BRANDS REFERENCE GROUPS YOUTH CULTURE PRODUCTS ROLES CUSTOMERS |
| Kieli: | ger |
| Tiivistelmä: | Studies in the field of youth culture demonstrate that the vast majority of young people determine their behaviour according to the norms of specific reference groups. Within these groups, a special role is played by opinion leaders. Recent studies show that product choice and specifically brand choice are dictated by group norms. Producers attempt to exploit social process to secure the success of their brands. The targeting of opinion leaders is principally designed to help raise brand name's social distinctiveness. However, it appears unjustifiable to characterize the potential purchasers as helpless. This contradicts not only recent market experience but also findings of psychology and sociology. |
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