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

Meister, Sandra

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

Synopsis

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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À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Gabler Verlag
Date d'édition
2012
Langue
anglais
ISBN 10 
3834940542
ISBN 13 
9783834940544
Reliure
Broché
Nombre de pages
316
Coordonnées du fabricant
non disponible
Personne responsable
non disponible