Title
Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members Behavior and the Economic Relevance for the Mark,Used
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Product Description Do brand communities really work for FMCG? Can consumers involved in brand communities be characterized by specific behavioral attributes? Are there significant differences between members and those consumers who are simply visiting the brandcommunity site? And do the members show a higher level of customer retention as those nonmember? In her study Sandra Meister derives a set of behavioral attributes relevant for brandcommunity members. By means of a significance test and a structural equation model, she examines the behavioral profile of brandcommunity members and compares the results with brandcommunity nonmembers. Additionally, she investigates the impact of the behavioral attributes on the performance measure customer retention. Finally, she formulates leanings and recommendation for brandcommunity management. From the Back Cover Do brand communities really work for FMCG? Can brandcommunity members be characterized by specific behavioral attributes? Are there significant differences between members and those simply visiting the brandcommunity site? In her study Sandra Meister derives a set of behavioral attributes relevant for brandcommunity members. By means of significance test and structural equation model, she examines the behavioral profile of brandcommunity members and compares the results with nonmembers. Additionally, she investigates the impact of the behavioral attributes on the brand performance: purchase intention, recommendation, and price tolerance. About the Author Dr. Sandra Meister holds a PhD in business administration from Prof. Dr. Claudia Fantapi Altobelli, Chair of Marketing at the Helmut Schmidt University in Hamburg. She is a marketing and media professional with extensive experience in the consumer goods industry.
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