Brand Communities for Fast Moving Consumer Goods An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer /
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...
|Main Author:||Meister, Sandra.|
|Corporate Author:||SpringerLink (Online service)|
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