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Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer

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en Limba Engleză Paperback – 07 Apr 2012
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.
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Specificații

ISBN-13: 9783834940544
ISBN-10: 3834940542
Pagini: 320
Ilustrații: 33 schwarz-weiße Abbildungen, 49 schwarz-weiße Tabellen
Dimensiuni: 148 x 210 x 18 mm
Greutate: 0.41 kg
Ediția: 2012
Editura: Gabler Verlag
Colecția Gabler Verlag
Locul publicării: Wiesbaden, Germany

Public țintă

Research

Cuprins

Theoretical foundation of customer behavior
Development of a behavioral profile for brand-community members
Comparison between brand-community members and non-members
Recommendation for brand-community management

Notă biografică

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.

Textul de pe ultima copertă

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.