Erschienen: 07.04.2012 Abbildung von Meister | Brand Communities for Fast Moving Consumer Goods | 1. Auflage 2012 | 2012 | An Empirical Study of Members‘...


Brand Communities for Fast Moving Consumer Goods

An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer

1. Auflage 2012 2012. Buch. XXIV, 292 S. 33 s/w-Abbildungen, 49 s/w-Tabelle. Softcover

Springer Gabler. ISBN 978-3-8349-4054-4

Format (B x L): 14,8 x 21 cm

Gewicht: 410 g

In englischer Sprache


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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