Theoretical Foundations and Literature Review

Sandra Meister

Chapter 2 in Brand Communities for Fast Moving Consumer Goods, 2012, pp 8-111 from Springer

Abstract: Abstract The term brand community consists of the two constitutive components: brand and community. Before providing an overview of the current research and definitions of the brand-community phenomenon, the two base terms— community and brand/branding—are described.

Keywords: Social Identity; Product Category; Purchase Intention; Brand Equity; Brand Loyalty (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-4055-1_2

Ordering information: This item can be ordered from
http://www.springer.com/9783834940551

DOI: 10.1007/978-3-8349-4055-1_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().