Reference Groups

Reference groups are an important part of consumer behavior. Define the types of reference groups using the literature. Discuss how brand

personalities and consumers perception of self work with congruency theory. Discuss how reference groups play a role in all these theories and in

application according to the literature. Discuss the role do luxury products play in relation to perception of self and reference groups? Discuss

the role fake luxury products play in relation to reference groups and aspiration groups and attached out groups.

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