Question

What is the term for a group of consumers who share a set of social relationships based on the use of a​ product?

Answer 1

The correct answer is brand community.

Step-by-step explanation:

A brand community can be defined as a community formed on the basis of attachment to a product or a brand. The consumers that belong in a brand community generally share the same tastes, cultures, and values.

The main characteristics of a brand community are

• Shared consciousness
• Sense of moral responsibility
• Rituals and traditions

A number of companies show brand communities, for instance, Jeep, Harley Davidson motorcycles, Barbie, Lego, Royal Enfield motorcycles, etc.