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.

Autorentext

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.

Zusammenfassung
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.

Inhalt

Leanings from Brand Community Research and Theoretical Foundation of Customer Behavior relevant for Brand Communities.- Development of a Behavioral Profil for Brand-Community Members and Definition of Performance Measures.- Analysis of the Behavioral Attributes with a Comparison between Brand-community Members and Non-members.- Development of a Structural Equation Model to Measure the Impact of the Behavioral Attributes on the Performance Measures with Comparison of Members and Non-members.- Derivation of Learnings and Recommendation for Brand Community Management.