Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members Behavior and the Ec...

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Brand Communities for Fast Moving Consumer Goods: An Empirical Study of MeMB | Englishers' Behavior and the Economic Relevance for the Marketer by Sandra Meister
English | 2012-04-07 | ISBN: 3834940542 | PDF | 320 pages | 2,7 MB | English


Do brand communities really work for FMCG Can consumers involved in brand communities be characterized by specific behavioral attributes Are there significant differences between meMB | Englishers and those consumers who are simply visiting the brand-community site

And do the meMB | Englishers show a higher level of customer retention as those non-meMB | Englisher In her study Sandra Meister derives a set of behavioral attributes relevant for brand-community meMB | Englishers. By means of a significance test and a structural equation model, she examines the behavioral profile of brand-community meMB | Englishers and compares the results with brand-community non-meMB | Englishers. Additionally, she investigates the impact of the behavioral attributes on the performance measure 'customer retention'. Finally, she formulates leanings and recommendation for brand-community management.
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Tags: Behavior, Members, Empirical, Communities
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