Brand communities for fast moving consumer goods : An empirical study of members' behavior and the economic relevance for the marketer /
<p>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...
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| Format: | eBook |
| Language: | English |
| Published: |
Wiesbaden :
Gabler Verlag
2012.
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| Online Access: | Click here to view the full text content |
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| Summary: | <p>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. </p> |
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| Physical Description: | 1 online resource (XXIV, 292 pages) 33 illustration, digital. |
| ISBN: | 9783834940551 |