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Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer Sandra Meister 2012 edition
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Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer
Sandra Meister
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.
292 pages, 33 black & white illustrations, 49 black & white tables, biography
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