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Meister, Sandra, author

Brand communities for fast moving consumer goods: an empirical study of members‘ behavior and the economic relevance for the marketer

[Do brand communities really work for FMCG? Can consumers involved in brand communities be characterized by specific behavioral attributes? Are there significant differences between members and those consumers who are simply visiting the brand-community site? And do the members show a higher level of customer retention as those non-member? In...

Wiesbaden: [Springer Gabler, Springer Gabler], 2012

e20396487

eBooks Universitas Indonesia Library

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