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...

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Main Author: Meister, Sandra.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Gabler Verlag, 2012.
Subjects:
Online Access: http://dx.doi.org/10.1007/978-3-8349-4055-1
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