Sandra Meister

Brand Communities for Fast Moving Consumer Goods (eBook, PDF)

An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer

• Format: PDF

Produktbeschreibung

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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Produktdetails

• Verlag: Gabler Verlag
• Seitenzahl: 292
• Erscheinungstermin: 10. April 2012
• Englisch
• ISBN-13: 9783834940551
• Artikelnr.: 37400218

Autorenporträt

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.