Brand Communities for Fast Moving Consumer Goods

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

  • Sandra Meister

Table of contents

  1. Front Matter
    Pages I-XXIII
  2. Sandra Meister
    Pages 1-7
  3. Sandra Meister
    Pages 112-171
  4. Sandra Meister
    Pages 172-260
  5. Sandra Meister
    Pages 261-268
  6. Back Matter
    Pages 269-292

About this book


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.


Brand Community Consumer Behavior Fast moving consumer goods Social Media

Authors and affiliations

  • Sandra Meister
    • 1
  1. 1.HamburgGermany

Bibliographic information