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Integration in the Brand Community - Luca Casablanca
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Paperback, [PU: LAP Lambert Academic Publishing], The study of the relationship between consumers and brand has developed a remarkable speculation over the years. Especially during last d… Plus…

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Integration in the Brand Community: A model applied to Apple users - Livres de poche

2011, ISBN: 9783845404684

LAP LAMBERT Academic Publishing, Taschenbuch, 144 Seiten, Publiziert: 2011-07-18T00:00:01Z, Produktgruppe: Buch, 0.49 kg, Recht, Kategorien, Bücher, Bilanzierung & Buchhaltung, Business &… Plus…

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Integration in the Brand Community A model applied to Apple users - Livres de poche

2011

ISBN: 384540468X

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Integration in the Brand Community - Livres de poche

ISBN: 384540468X

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Integration in the Brand Community: A model applied to Apple users - Livres de poche

ISBN: 9783845404684

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Integration in the Brand Community: A model applied to Apple users

The study of the relationship between consumers and brand has developed a remarkable speculation over the years. Especially during last decade, it has been delved into the topic of brand communities – groups of consumers associated by the fact of being connected to a brand through the ownership of a product, the fruition of a service, or the sharing of an experience. Some scholars have defined a model for measuring the integration of users within a community (Integration in the Brand Community, IBC). This study intends to validate this model, adapting it to Apple community, through an exploratory analysis and a quantitative study, drawn up on 351 owners of Apple products. Afterwards, it analyses the IBC according to the change of the amount or the typology of owned products. At last, it examines the relation that IBC establishes with the Consumer-brand Identification and the company success variables – satisfaction, loyalty, advocacy. Finally, some implications are suggested: theoretical implications – concerning reliability and application of the model – and practical implications – i.e. strategic-operational actions the company could implement in order to moni

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EAN (ISBN-13): 9783845404684
ISBN (ISBN-10): 384540468X
Version reliée
Livre de poche
Date de parution: 2011
Editeur: LAP LAMBERT Academic Publishing

Livre dans la base de données depuis 2007-04-14T19:22:38+02:00 (Paris)
Page de détail modifiée en dernier sur 2023-07-29T23:19:38+02:00 (Paris)
ISBN/EAN: 9783845404684

ISBN - Autres types d'écriture:
3-8454-0468-X, 978-3-8454-0468-4
Autres types d'écriture et termes associés:
Auteur du livre: luca, casablanca
Titre du livre: brand, community, apple, casablanca


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