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Brand Communities for Fast Moving Consumer Goods

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

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  • © 2012

Overview

Authors:
  1. Sandra Meister

    1. Hamburg, Germany

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  • economic sciences?
  • Includes supplementary material: sn.pub/extras

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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XXIII
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  2. Introduction

    • Sandra Meister
    Pages 1-7

  3. Theoretical Foundations and Literature Review

    • Sandra Meister
    Pages 8-111

  4. Framework of the Study

    • Sandra Meister
    Pages 112-171

  5. Empirical Study

    • Sandra Meister
    Pages 172-260

  6. Conclusion

    • Sandra Meister
    Pages 261-268

  7. Back Matter

    Pages 269-292
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Keywords

About this book

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.​

Authors and Affiliations

  • Hamburg, Germany

    Sandra Meister

About the author

Dr. Sandra Meister holds a PhD in business administration from Prof. Dr. Claudia Fantapié Altobelli, Chair of Marketing at the Helmut Schmidt University in Hamburg. She is a marketing- and media professional with extensive experience in the consumer goods industry.

Bibliographic Information

  • Book Title: Brand Communities for Fast Moving Consumer Goods

  • Book Subtitle: An Empirical Study of Members‘ Behavior and the Economic Relevance for the Marketer

  • Authors: Sandra Meister

  • DOI: https://doi.org/10.1007/978-3-8349-4055-1

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden 2012

  • Softcover ISBN: 978-3-8349-4054-4Published: 07 April 2012

  • eBook ISBN: 978-3-8349-4055-1Published: 10 April 2012

  • Edition Number: 1

  • Number of Pages: XXIV, 292

  • Number of Illustrations: 33 b/w illustrations

  • Topics: Marketing

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