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Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer - Softcover

Meister, Sandra

 
9783834940544: Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer
Softcover
ISBN 10: 3834940542 ISBN 13: 9783834940544
Verlag: Gabler Verlag, 2012

Inhaltsangabe

Do brand communities really work for FMCG? Can consumers involved in brand communities be characterized by specific behavioral attributes? Are there significant differences between members and those consumers who are simply visiting the brand-community site? And do the members show a higher level of customer retention as those non-member? In her study Sandra Meister derives a set of behavioral attributes relevant for brand-community members. By means of a significance test and a structural equation model, she examines the behavioral profile of brand-community members and compares the results with brand-community non-members. Additionally, she investigates the impact of the behavioral attributes on the performance measure 'customer retention' Finally, she formulates leanings and recommendation for brand-community management.

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Über die Autorin bzw. den Autor

Dr. Sandra Meister holds a PhD in business administration from Prof. Dr. Claudia Fantapié Altobelli, Chair of Marketing at the Helmut Schmidt University in Hamburg. She is a marketing- and media professional with extensive experience in the consumer goods industry.

Von der hinteren Coverseite

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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Verlag
Gabler Verlag
Erscheinungsdatum
2012
Sprache
Englisch
ISBN 10 
3834940542
ISBN 13 
9783834940544
Einband
Taschenbuch
Anzahl der Seiten
316
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