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Investigating Perceived Connectedness to Brand Users : Brand Communities Versus Brand Collectivities - William Martin
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William Martin:

Investigating Perceived Connectedness to Brand Users : Brand Communities Versus Brand Collectivities - Paperback

2009, ISBN: 3639176200

[EAN: 9783639176209], Neubuch, [PU: VDM Verlag Dr. Müller], nach der Bestellung gedruckt Neuware -This study provides insight into an important aspect of brand-oriented groups: perceived … More...

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Investigating Perceived Connectedness to Brand Users - Martin, William
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Martin, William:

Investigating Perceived Connectedness to Brand Users - Paperback

2009, ISBN: 9783639176209

[ED: Softcover], [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… More...

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Investigating Perceived Connectedness to Brand Users - William Martin
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William Martin:
Investigating Perceived Connectedness to Brand Users - Paperback

ISBN: 9783639176209

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Investigating Perceived Connectedness to Brand Users - William Martin
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William Martin:
Investigating Perceived Connectedness to Brand Users - Paperback

ISBN: 9783639176209

Investigating Perceived Connectedness to Brand Users ab 78.99 € als Taschenbuch: Brand Communities Versus Brand Collectivities. Aus dem Bereich: Bücher, Wissenschaft, Wirtschaftswissensch… More...

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Investigating Perceived Connectedness to Brand Users: Brand Communities Versus Brand Collectivities - Martin, William
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Martin, William:
Investigating Perceived Connectedness to Brand Users: Brand Communities Versus Brand Collectivities - Paperback

2009, ISBN: 9783639176209

VDM Verlag, Taschenbuch, 204 Seiten, Publiziert: 2009-07-03T00:00:01Z, Produktgruppe: Buch, 0.68 kg, Marketing allgemein, Marketing & Verkauf, Business & Karriere, Kategorien, Bücher, Bör… More...

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Investigating Perceived Connectedness to Brand Users
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ISBN:

9783639176209


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.

Details of the book - Investigating Perceived Connectedness to Brand Users


EAN (ISBN-13): 9783639176209
ISBN (ISBN-10): 3639176200
Hardcover
Paperback
Publishing year: 2009
Publisher: VDM Verlag Dr. Müller

Book in our database since 2008-05-12T21:59:26+01:00 (London)
Detail page last modified on 2023-03-16T16:12:43+00:00 (London)
ISBN/EAN: 9783639176209

ISBN - alternate spelling:
3-639-17620-0, 978-3-639-17620-9
Alternate spelling and related search-keywords:
Book author: martin william
Book title: brand, connectedness, users

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