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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 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Sandra Meister
    • 1
  1. 1.HamburgGermany

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