Library of American University of Madaba
Your cart is empty.
Meister, Sandra.
Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer / [electronic resource] : by Sandra Meister. - XXIV, 292p. 33 illus. online resource.
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.
9783834940551
Economics.
Marketing.
Economics/Management Science.
Marketing.
HF5410-5417.5
658.8
Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer / [electronic resource] : by Sandra Meister. - XXIV, 292p. 33 illus. online resource.
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.
9783834940551
Economics.
Marketing.
Economics/Management Science.
Marketing.
HF5410-5417.5
658.8