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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

Introduction

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.

Keywords

Brand Community Consumer Behavior Fast moving consumer goods Social Media

Authors and affiliations

  • Sandra Meister
    • 1
  1. 1.HamburgGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-4055-1
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden 2012
  • Publisher Name Gabler Verlag
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-4054-4
  • Online ISBN 978-3-8349-4055-1
  • Buy this book on publisher's site