Brand Communities for Fast Moving Consumer Goods [electronic resource] : An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer /
Meister, Sandra.author.
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.
Description based upon print version of record.
Foreword; Preface; Brief Contents; Contents; List of Figures; List of Tables; Abbreviations; 1 Introduction; 1.1 Scope and Problem Description; 1.2 Objective of the Study and Delimitation of the Research Object; 1.3 Structure of the Paper; 2 Theoretical Foundations and Literature Review; 2.1 Brand Communities; 2.2 State of Research on Brand Communities; 2.3 Consumer Behavior from a Brand-community Perspective; 2.4 Customer Retention as Marketing Objective for Brand Communities; 2.5 Delimitation of th Research Object and Additional Need for Research; 3 Framework of the Study
3.1 Conceptualization of the Research Framework3.2 Derivation of the Hypotheses; 3.3 Operationalization of the Constructs; 3.4 Development of the Questionnaire and Implementation of the Survey; 4 Empirical Study; 4.1 Data Collection and Dataset Selection for the Empirical Study; 4.2 Methodology and Approach for the Analysis; 4.3 Results; 4.4 Summary of the Results and Interpretation; 5 Conclusion; 5.1 Contribution to Brand-community Research; 5.2 Implications for Marketing Management; 5.3 Limitations of the Study and Further Research Directions; APPENDIX B; REFERENCES
Includes bibliographical references.
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.
Marketing.
Marketing.