Brand Communities for Fast Moving Consumer Goods
ISBN:
978-3-8349-4054-4
Auflage:
2012
Verlag:
Betriebswirtschaftlicher Verlag Gabler
Land des Verlags:
Deutschland
Erscheinungsdatum:
07.04.2012
Format:
Softcover
Seitenanzahl:
292
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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 brand-community site? And do the members show a higher level of customer retention as those non-member? In her study Sandra Meister derives a set of behavioral attributes relevant for brand-community members. By means of a significance test and a structural equation model, she examines the behavioral profile of brand-community members and compares the results with brand-community non-members. 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.
Schlagwörter
Biografische Anmerkung
Dr. Sandra Meister holds a PhD in business administration from Prof. Dr. Claudia Fantapié 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.
