Meister, Sandra.
Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer / [electronic resource] : by Sandra Meister. - XXIV, 292p. 33 illus. online resource.
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.
9783834940551
10.1007/978-3-8349-4055-1 doi
Economics.
Marketing.
Economics/Management Science.
Marketing.
HF5410-5417.5
658.8
Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer / [electronic resource] : by Sandra Meister. - XXIV, 292p. 33 illus. online resource.
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.
9783834940551
10.1007/978-3-8349-4055-1 doi
Economics.
Marketing.
Economics/Management Science.
Marketing.
HF5410-5417.5
658.8