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.
by Meister, Sandra [author.]; SpringerLink (Online service).
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BookPublisher: Wiesbaden : Gabler Verlag, 2012.Description: XXIV, 292p. 33 illus. online resource.ISBN: 9783834940551.Subject(s): Economics | Marketing | Economics/Management Science | MarketingDDC classification: 658.8 Online resources: Click here to access online
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Springer eBooksSummary: 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.
| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| MAIN LIBRARY | HF5410-5417.5 (Browse shelf) | Available |
Browsing MAIN LIBRARY Shelves Close shelf browser
| HD28-70 Integration of Combined Transport into Supply Chain Concepts | HF5415.2-5415.34 Hybrid Value Creation | HG8011-9999 Competitive Dynamics in the Global Insurance Industry | HF5410-5417.5 Brand Communities for Fast Moving Consumer Goods | HB71-74 Building Successful Partnerships | HF5601-5688 The Cost Stickiness Phenomenon | HD28-70 Firms in Open Source Software Development |
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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