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  • Brand Communities for Fast Moving Consumer Goodsby Sandra Meister

    Gabler Verlag 2012; US$ 89.95

    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... more...

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