Detalles del Título
Detalles del Título

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Título Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members Behavior and the Economic Relevance for the MarketerLibro Electrónico / En Línea - Libro
Parte de Springer eBooks 2013: Colección 2012
Autor(es) Meister, Sandra (Autor)
SpringerLink (Online service) (Autor Corporativo)
Publicación Alemania : Gabler Verlag, 2012
Descripción Fí­sica 1 recurso en línea
Idioma Ingles;
ISBN 9783834940551
Clasificación(es) 658.8
Materia(s) Economics; Marketing;
Nota(s) 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
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