By Sandra Meister
Do model groups rather paintings for FMCG? Can shoppers all for model groups be characterised through particular behavioral attributes? Are there major adjustments among participants and people shoppers who're easily vacationing the brand-community website? And do the individuals convey a better point of shopper retention as these non-member? In her examine Sandra Meister derives a suite of behavioral attributes appropriate for brand-community contributors. via a importance attempt and a structural equation version, she examines the behavioral profile of brand-community participants and compares the implications with brand-community non-members. also, she investigates the effect of the behavioral attributes at the functionality degree ‚customer retention‘. eventually, she formulates leanings and suggestion for brand-community management.
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Additional info for Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer
46, 84 Cf. Dholakia / Algesheimer (2009), pp. 4-6. 85 Cova (1997), p. 297, 86 Cova / Cova (2002), p. 598. —who are linked by a shared passion or emotion; a tribe is capable of collective action, its members are not simple consumers, they are also advocates”87 of the brand. ”89 In comparison with this approach, Cova and Cova state that “brand communities are explicitly commercial, whereas tribes are not. ”90 The tribal approach focuses on the customer-customer relationship. 91 Von Loewenfeld combines these approaches, devising a new definition of brand community.
This type of brand community permits the marketer to control and influence brand-community members and to prevent negative effects, such as negative WOM. 111 Usually, these brand communities are places where brand lovers assemble, exchanging information and sharing their enthusiasm about the brand and their brand experiences. net, a brand community run by consumers disappointed about the computer brand DELL, which they use to exchange complains about products and services of DELL and provide one another with self-help in answer to problems).
The following section provides an overview on this specific type of community. 2, brand communities represent a specific type within the universe of communities, which will be explained in the following sections in more detail. Due to their commercial orientation, brand communities play an important role for marketers. Thanks especially to the technical improvements and the significant penetration rate of the internet, the number of brand communities in all product categories is continuously growing with no end in sight.