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.

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

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.

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.