Brand Communities for Fast Moving Consumer Goods [electronic resource] : An Empirical Study of Members Behavior and the Economic Relevance for the Marketer / by Sandra Meister.
Tipo de material: TextoEditor: Wiesbaden : Gabler Verlag, 2012Descripción: XXIV, 292p. 33 illus. online resourceTipo de contenido:- text
- computer
- online resource
- 9783834940551
- SpringerLink (Online service)
- 658.8 23
- HF5410-5417.5
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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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