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02043nam a22004095i 4500 |
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978-3-8349-4055-1 |
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DE-He213 |
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20151204174828.0 |
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cr nn 008mamaa |
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120410s2012 gw | s |||| 0|eng d |
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|a 9783834940551
|9 978-3-8349-4055-1
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|a 10.1007/978-3-8349-4055-1
|2 doi
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|a Meister, Sandra.
|e author.
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|a Brand Communities for Fast Moving Consumer Goods
|h [electronic resource] :
|b An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer /
|c by Sandra Meister.
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|a Wiesbaden :
|b Gabler Verlag,
|c 2012.
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|a XXIV, 292 p. 33 illus.
|b online resource.
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|b txt
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|a 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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|a Business.
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|a Marketing.
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|a Business and Management.
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|a Marketing.
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783834940544
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|u http://dx.doi.org/10.1007/978-3-8349-4055-1
|z Full Text via HEAL-Link
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|a ZDB-2-SBE
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|a Business and Economics (Springer-11643)
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