000			02031nam a22004095i 4500
001			978-3-8349-4055-1
003			DE-He213
005			20140220083333.0
007			cr nn 008mamaa
008			120410s2012 gw | s |||| 0|eng d
020			_a9783834940551 _9978-3-8349-4055-1
024	7		_a10.1007/978-3-8349-4055-1 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aMeister, Sandra. _eauthor.
245	1	0	_aBrand Communities for Fast Moving Consumer Goods _h[electronic resource] : _bAn Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer / _cby Sandra Meister.
264		1	_aWiesbaden : _bGabler Verlag, _c2012.
300			_aXXIV, 292p. 33 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
520			_aDo 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.
650		0	_aEconomics.
650		0	_aMarketing.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783834940544
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-8349-4055-1
912			_aZDB-2-SBE
999			_c103998 _d103998