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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 for brand-community members. By means of significance test and structural equation model, she examines the behavioral profile of brand-community members and compares the results with non-members. Additionally, she investigates the impact of the behavioral attributes on the brand performance: purchase intention, recommendation, and price tolerance.

Consumer behavior. --- Economics. --- Marketing -- Technological innovations. --- Commerce --- Business & Economics --- Marketing & Sales --- Brand loyalty. --- Relationship marketing. --- Nondurable goods --- Branding (Marketing) --- Marketing. --- Brand name products --- Consumer nondurable goods --- Consumer nondurables --- Nondurables, Consumer --- Soft goods --- Marketing --- Business. --- Business and Management. --- Advertising --- Consumer goods --- Durable goods, Consumer --- Customer relations --- Brand choice --- Consumer behavior --- Loyalty --- Consumer satisfaction --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling