Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer
Başlık:
Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer
ISBN:
9783834940551
Personal Author:
Edition:
1st ed. 2012.
Yayın Bilgileri:
Wiesbaden : Gabler Verlag : Imprint: Gabler Verlag, 2012.
Fiziksel Tanımlama:
XXIV, 292 p. 33 illus. online resource.
Abstract:
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.
Subject Term:
Ek Kurum Yazarı:
Dil:
English