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3 pages/≈825 words
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APA
Subject:
Business & Marketing
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Essay
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English (U.S.)
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Topic:

Parrot Heads Unite (Essay Sample)

Instructions:

The paper seeks to answer the following questions: 1. How can we consider Jimmy Buffett fans as members of a reference group? A brand community? 2. Refer to your responses to question 1. What kind of opportunities does the existence of the Buffett community present to marketers? Develop a list of specific marketing and promotional tactics.

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Content:

Parrot Heads Unite
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Institution affiliation

Introduction
Parrot Head is a nickname commonly used to describe Jimmy Buffet fans. Owing to their uttermost dedication to buffet concerts, these fans have emerged as one of the most thrilling individuals (Alexis, 2009). Most interestingly, they come from all walks of life, implying that they are really a unique brand. However, there is controversy as to whether this fan base actually represents a reference group. Moreover, it is still unclear whether the said Parrot Heads symbolize a given brand community. Based upon the aforementioned contentious issues, this paper seeks to answer the following questions.
How can we consider Jimmy Buffett fans as members of a reference group? A brand community?
Reference Group
A reference group refers to a group in which a person or another group of individuals is compared with. This group consists of individuals whose behavior, attitudes, opinions, beliefs, values, and preferences influence an individual’s judgment basis (Pride, Pride, & Ferrell, 2007). It is important to note that, one does not necessarily need to be a member of the reference group to be influenced by the group’s characteristics. Based upon the abovementioned realities, there are several ways in which Jimmy Buffett fans can be regarded as a reference group. Here, are some of the critical ways in which we can consider these fans a reference group.
Jimmy Buffet fans all over the world form a conceptual group and not an actual group. Despite their large number, they belong to a non-membership group implying that their attachment is conceptual and not actual.
Jimmy Buffet fans have an anticipatory socialization. In th...
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