Conclusion

Sandra Meister

Chapter 5 in Brand Communities for Fast Moving Consumer Goods, 2012, pp 261-268 from Springer

Abstract: Abstract This study delivers further insights on the phenomenon of brand communities. A key objective of this research was to develop a theoretical framework of behavioral attributes that show high relevancy for brandcommunity members. Additionally, the author evaluated the impact of the behavioral attributes on the performance measures „brand patronage,“ as well as „price tolerance.“ The appropriateness of brand communities to attain marketing objectives with performance impact, such as purchase intention, recommendation intention and tolerance of price increase, is examined.

Keywords: Purchase Intention; Behavioral Attribute; Performance Impact; Customer Retention; Brand Community (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-4055-1_5

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DOI: 10.1007/978-3-8349-4055-1_5

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