Brand Communities for Fast Moving Consumer Goods
An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer
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Beschreibung
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.
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.
economic sciences? Includes supplementary material: sn.pub/extras
Autor*in
Sandra Meister
Themen in »Brand Communities for Fast Moving Consumer Goods«
Brand Community Consumer Behavior Fast moving consumer goods Social Media