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Brand Communities for Fast Moving Consumer Goods

An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer

Brand Communities for Fast Moving Consumer Goods by Sandra Meister
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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.​
Gabler Verlag; April 2012
310 pages; ISBN 9783834940551
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Title: Brand Communities for Fast Moving Consumer Goods
Author: Sandra Meister
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