Do brand communities really work for FMCG? Can brand-community members be characterized by specific behavioral … attributes? Are there significant differences between members and those simply visiting the brand-community site? In her study … Sandra Meister derives a set of behavioral attributes relevant for brand-community members. By means of significance test and …

„Brand Evolution“ präsentiert die wesentlichen Aspekte der Markenführung im Internet. Wissenschaftler stellen die …

-- Kapferer’s Prism and the Shifting Ground of Brand Identity -- Maxwell’s Demon and the Dwindling Supply of Consumer Attention …

their brand. They ignore the fact that technology is an enabler of the “experience” it is not “the experience”. Customers …

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing … then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific … focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand …

Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of … innovation processes. Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on … the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm …

fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic …

current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day … Brands · The Impact of User-Interactions in Social Media on Brand Awareness and Purchase Intention Target Groups … · Researchers and students in the fields of marketing and brand management · Executives in this area The Author Dr. Severin …

Kernaspekten der Brand Communities her. Auf Basis von Experteninterviews mit Markenentscheidern erweitert er schließlich die …