Which of the following are the myths of brand communities? I. Build the brand and the community will…
According to Fournier and Lee's Harvard Business Review study ('Getting Brand Communities Right'), four pervasive misconceptions (myths) are: (I) build the brand and the…
Choose your answer
Which of the following are the myths of brand communities?
I. Build the brand and the community will follow
II. Focus on opinion leaders to build a strong community
III. Brand communities exist to serve the business
IV. Online social networks are the best way to build community V. Social networks are one community tool, but the tool is not the strategy Choose the most appropriate answer from the options given below:
Answer and explanation
Correct answer D
According to Fournier and Lee's Harvard Business Review study ('Getting Brand Communities Right'), four pervasive misconceptions (myths) are: (I) build the brand and the community will follow, (II) focus on opinion leaders to build a strong community, (III) brand communities exist to serve the business, and (IV) online social networks are the best way to build community. Statement (V) is a strategic truth rather than a myth.
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UGC NET Management