Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer /
Do brand communities really work for FMCG? Can brand-community members be characterized by specific behavioral attributes? Are there significant differences between members and those simply visiting the brand-community site? In her study Sandra Meister derives a set of behavioral attributes relevant...
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| Format: | Electronic eBook |
| Language: | English |
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Wiesbaden :
Gabler Verlag,
2012.
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| Online Access: | Full Text via HEAL-Link |
| Summary: | Do brand communities really work for FMCG? Can brand-community members be characterized by specific behavioral attributes? Are there significant differences between members and those simply visiting the brand-community site? In her study Sandra Meister derives a set of behavioral attributes relevant for brand-community members. By means of significance test and structural equation model, she examines the behavioral profile of brand-community members and compares the results with non-members. Additionally, she investigates the impact of the behavioral attributes on the brand performance: purchase intention, recommendation, and price tolerance. |
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| Physical Description: | XXIV, 292 p. 33 illus. online resource. |
| ISBN: | 9783834940551 |
