By Sandra Meister
Do model groups rather paintings for FMCG? Can shoppers all in favour of model groups be characterised by way of particular behavioral attributes? Are there major modifications among individuals and people shoppers who're easily traveling the brand-community website? And do the contributors convey a better point of shopper retention as these non-member? In her research Sandra Meister derives a collection of behavioral attributes appropriate for brand-community individuals. by way of a value try and a structural equation version, she examines the behavioral profile of brand-community participants and compares the consequences with brand-community non-members. also, she investigates the influence of the behavioral attributes at the functionality degree ‚customer retention‘. eventually, she formulates leanings and suggestion for brand-community management.
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Extra info for Brand Communities for Fast Moving Consumer Goods: An Empirical Study of Members’ Behavior and the Economic Relevance for the Marketer
2010), p. 14 34 Fioroni / Titterton (2009), p. 36 This indicates that brands also have the potential to empower consumers in the sense of being either objects of desire or conversely, targets of rebellion. Buying well-known brands helps consumers reduce the risks of being dissatisfied with a product; thus, the reduction of risk in the buying decision represents a very important feature, from a consumer’s perspective. Several types of risks can be distinguished37: • Functional risk concerning the product performance and quality, • Physical risk concerning the physical well-being or health of the consumer, • Financial risk concerning its value for the money, • Social risk in terms of acceptance and appreciation within the social peer group of the buyer, • Psychological risk by affecting the mental well-being of the buyer, • Time risk in case of failure, which results in opportunity costs of finding satisfying alternatives.
Stephen / Galah (2010)), p. 27 et seq. 107 Both variants can be found in practice. 109 The brand owner provides consumers and admirers of the brand with a platform that allows communication and exchange about the brand or brand-related topics. 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.
45) 2006 A brand community is a location-independent, offline and / or online existing community focusing on a specific brand. Brand communities unify brand enthusiasts as well as customers with general interest in the brand, because they offer a high potential for identification. A strong sense of community and social identity are key characteristics. (p. ” (p. 257) Dholakia Algesheimer 2009 A brand community is “a collective of consumers organized around one particular brand, which is sustained through repeated online and/or offline social interactions and communication amongst its members who possess a consciousness of kind, feel moral responsibility toward one another, and embrace and propagate the collective’s rituals and traditions”.