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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
214  Chapter 7
Yet, members have a very high association with the brands leading to collective value
creation. In some cases, the associations are so high that individuals take leave from regu-
lar work and help the brand. These individuals genuinely want to help their favorite brand
and allow them to grow their ideas. Thus, they are known as brand volunteers. For example,
trending fashion on stylish brand communities impactthe consumers’ mindset. They change
their apparels and accessories according to the new style and fashion. A brand community
such as Nike+ provides a dierent range of apps that are related to fitness, health, and
lifestyle. ...
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Publisher Resources

ISBN: 9789353941468