Case Study: Parrot Heads Unite Essay

Case Study: Parrot Heads Unite Essay

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When I imagine a Parrott Head, or Jimmy Buffett fan, I see a Hawaiian themed shirt, white sandy beaches, a margarita, and a lot of people coming together to have a good time. Jimmy Buffett has made a name for himself, otherwise known as his brand. This brand is maintained only by those who follow him and purchase his music, eat at his restaurants, purchase his products, and visit his vacation destinations and casinos. These fans, or Parrot Heads, are not only supporting his brand, they are also participating in various charities and clubs around the world.

What is a Parrot Head?

Parrot heads are not just fans of Jimmy Buffet’s music, they are people who are involved in the communities which they reside. Although Parrot Heads are known for their enjoyment of Jimmy Buffett music and cold alcoholic beverages, they are also known for their charity work. The national vice president of Parrot Heads in Paradise Inc., Andy Harrell, was quoted in the article Parrotheads in Paradise: A Social Club With a Charity Habit explaining what it is to be a Parrot Head: "It's a love of the music and the lifestyle. People know they're going to be with likeminded folks who are looking to have a good time and all the while leave the world a little better place than they found it" (Rettig, 2013).
Are Parrot Heads a reference group? Yes; a reference group is a group of people who can influence others. Since 2002, members various Parrot Head clubs around the world have volunteered more than 3.1 million hours (Parrot Heads in Paradise Inc., 2014). These groups, who report to Parrot Heads in Paradise Inc. (PHIP), report an increase in charitable contributions and volunteer hours. According to the PHIP, charitable contributions have increased ...


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...g Lyrics and more! Retrieved from http://www.margaritaville.com/
Margaritaville (2014). Jimmy Buffett's Margaritaville :: Products. Retrieved from http://www.margaritaville.com/products
Nickerson, S. (2014). New Club Guidelines : Parrot Heads in Paradise Inc. Retrieved from https://www.phip.com/Guidelines.asp
Parrot Heads in Paradise Inc. (2014). Parrot Heads in Paradise Inc. Retrieved from https://www.phip.com/
Parrot Heads in Paradise Inc. (2014). Chapters : Parrot Heads in Paradise Inc. Retrieved March 16, 2014, from http://www.phip.com/chapters.asp
Rettig, J. (2013, July 31). Parrotheads in Paradise: 'A Social Club With a Charity Habit' - DailyFinance. Retrieved from http://www.dailyfinance.com/2013/07/31/parrotheads-in-paradise-margaritaville/
Solomon, M. R. (2012). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, N.J: Prentice Hall.

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