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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.

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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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