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Investigating Perceived Connectedness to Brand Users - Martin, William
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Martin, William:
Investigating Perceived Connectedness to Brand Users - Livres de poche

ISBN: 3639176200

ID: 20019795794

[EAN: 9783639176209], Neubuch, Publisher/Verlag: VDM Verlag Dr. Müller | Brand Communities Versus Brand Collectivities | This study provides insight into an important aspect of brand-oriented groups: perceived connectedness to brand users (PCBU). Based on theory and prior research, a new type of brand-oriented group, the brand collectivity, is introduced in this monograph. Brand collectivities consist of individuals who feel a connection with the consumers of a brand, yet who are not engaged in recurrent brand-oriented social interaction. Ten new marketing related construct measures are developed and a model of PCBU is empirically tested, with significant implications provided for the marketing literature as well as practitioners of marketing. Key differences between brand communities and brand collectivites are identified, in addition to how these differences relate to consumers attitudes toward brands. Overall, PCBU and significant discrepancies between brand communities and brand collectivities have been shown to affect consumer behavior. | Format: Paperback | Language/Sprache: english | 282 gr | 204 pp, [PU: VDM Verlag Dr. Müller, Saarbrücken]

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Investigating Perceived Connectedness to Brand Users - Brand Communities Versus Brand Collectivities
Livre non disponible
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Investigating Perceived Connectedness to Brand Users - Brand Communities Versus Brand Collectivities - Livres de poche

2009, ISBN: 9783639176209

[ED: Taschenbuch / Paperback], [PU: VDM Verlag Dr. Müller], This study provides insight into an important aspect of brand-oriented groups: perceived connectedness to brand users (PCBU). Based on theory and prior research, a new type of brand-oriented group, the brand collectivity, is introduced in this monograph. Brand collectivities consist of individuals who feel a connection with the consumers of a brand, yet who are not engaged in recurrent brand-oriented social interaction. Ten new marketing related construct measures are developed and a model of PCBU is empirically tested, with significant implications provided for the marketing literature as well as practitioners of marketing. Key differences between brand communities and brand collectivites are identified, in addition to how these differences relate to consumers attitudes toward brands. Overall, PCBU and significant discrepancies between brand communities and brand collectivities have been shown to affect consumer behavior., [SC: 0.00], Neuware, gewerbliches Angebot, [GW: 282g]

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Investigating Perceived Connectedness to Brand Users - William Martin
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William Martin:
Investigating Perceived Connectedness to Brand Users - nouveau livre

ISBN: 9783639176209

ID: 6d2afade4238d516a220930f1f1bb53d

This study provides insight into an important aspect of brand-oriented groups: perceived connectedness to brand users (PCBU). Based on theory and prior research, a new type of brand-oriented group, the brand collectivity, is introduced in this monograph. Brand collectivities consist of individuals who feel a connection with the consumers of a brand, yet who are not engaged in recurrent brand-oriented social interaction. Ten new marketing related construct measures are developed and a model of PCBU is empirically tested, with significant implications provided for the marketing literature as well as practitioners of marketing. Key differences between brand communities and brand collectivites are identified, in addition to how these differences relate to consumers attitudes toward brands. Overall, PCBU and significant discrepancies between brand communities and brand collectivities have been shown to affect consumer behavior. Bücher / Sozialwissenschaften, Recht & Wirtschaft / Wirtschaft / Werbung & Marketing, [PU: VDM Verlag Dr. Müller, Saarbrücken]

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Investigating Perceived Connectedness to Brand Users - William Martin
Livre non disponible
(*)
William Martin:
Investigating Perceived Connectedness to Brand Users - Livres de poche

2009, ISBN: 3639176200

ID: 9852880420

[EAN: 9783639176209], Neubuch, [PU: VDM Verlag Jul 2009], This item is printed on demand - Print on Demand Neuware - This study provides insight into an important aspect 204 pp. Englisch

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Investigating Perceived Connectedness to Brand Users - William Martin
Livre non disponible
(*)
William Martin:
Investigating Perceived Connectedness to Brand Users - nouveau livre

2009, ISBN: 9783639176209

ID: 11359870

Brand Communities Versus Brand Collectivities, unbekannt, Buch, [PU: VDM Verlag Dr. Müller]

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Informations détaillées sur le livre - Investigating Perceived Connectedness to Brand Users


EAN (ISBN-13): 9783639176209
ISBN (ISBN-10): 3639176200
Version reliée
Livre de poche
Date de parution: 2009
Editeur: VDM Verlag

Livre dans la base de données depuis 12.05.2008 22:59:26
Livre trouvé récemment le 29.03.2017 14:29:23
ISBN/EAN: 3639176200

ISBN - Autres types d'écriture:
3-639-17620-0, 978-3-639-17620-9


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