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|Additional Physical Format:||Print version:
Brand Communities for Fast Moving Consumer Goods : An Empirical Study of Members' Behavior and the Economic Relevance for the Marketer.
Dordrecht : Springer, ©2012
|Material Type:||Document, Internet resource|
|Document Type:||Internet Resource, Computer File|
|All Authors / Contributors:||
|Description:||1 online resource|
|Contents:||Foreword; Preface; Brief Contents; Contents; List of Figures; List of Tables; Abbreviations; 1 Introduction; 1.1 Scope and Problem Description; 1.2 Objective of the Study and Delimitation of the Research Object; 1.3 Structure of the Paper; 2 Theoretical Foundations and Literature Review; 2.1 Brand Communities; 2.2 State of Research on Brand Communities; 2.3 Consumer Behavior from a Brand-community Perspective; 2.4 Customer Retention as Marketing Objective for Brand Communities; 2.5 Delimitation of th Research Object and Additional Need for Research; 3 Framework of the Study. 3.1 Conceptualization of the Research Framework3.2 Derivation of the Hypotheses; 3.3 Operationalization of the Constructs; 3.4 Development of the Questionnaire and Implementation of the Survey; 4 Empirical Study; 4.1 Data Collection and Dataset Selection for the Empirical Study; 4.2 Methodology and Approach for the Analysis; 4.3 Results; 4.4 Summary of the Results and Interpretation; 5 Conclusion; 5.1 Contribution to Brand-community Research; 5.2 Implications for Marketing Management; 5.3 Limitations of the Study and Further Research Directions; APPENDIX B; REFERENCES.|
|Responsibility:||by Sandra Meister.|