TY - BOOK ID - 8360600 TI - Brand communities for fast moving consumer goods : an empirical study of members' behavior and the economic relevance for the marketer PY - 2012 SN - 3834940542 9786613698452 3834940550 1280788062 PB - Wiesbaden : London : Gabler ; Springer [distributor], DB - UniCat KW - Consumer behavior. KW - Economics. KW - Marketing -- Technological innovations. KW - Commerce KW - Business & Economics KW - Marketing & Sales KW - Brand loyalty. KW - Relationship marketing. KW - Nondurable goods KW - Branding (Marketing) KW - Marketing. KW - Brand name products KW - Consumer nondurable goods KW - Consumer nondurables KW - Nondurables, Consumer KW - Soft goods KW - Marketing KW - Business. KW - Business and Management. KW - Advertising KW - Consumer goods KW - Durable goods, Consumer KW - Customer relations KW - Brand choice KW - Consumer behavior KW - Loyalty KW - Consumer satisfaction KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling UR - https://www.unicat.be/uniCat?func=search&query=sysid:8360600 AB - 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. ER -