PEOPLE LIKE TO associate themselves with the products they buy, and very often people have a great deal in common with other people who use the same products. Motorcyclists have a strong fellow feeling for other bikers, private pilots often meet up to swap stories and share experiences, and even rail commuters form associations to campaign for better service from the railroad.
Such groups are powerful—from a marketing viewpoint, they can create strong loyalties among their members (such as the Harley Owners Group, or HOG, for owners of Harley-Davidson motorbikes) or they can become a real thorn in the company’s ...
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