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Figure 17-8 Refer to Figure 17-8. The horizontal line at the world price of wagons represents the
Referent Power
A form of influence based on the leader's or individual's ability to attract others and build loyalty through charisma or personal traits.
Fashion Statement
An item or way of wearing clothes that shows a bold expression of personal style or opinion.
Brand Community
A group of consumers who share a common interest in a specific brand and interact with each other about this brand.
Brandfest
A celebratory event or gathering focused on promoting and enhancing the visibility and appeal of a particular brand.
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