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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 - Livro de bolso

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 … mais…

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

Investigating Perceived Connectedness to Brand Users - Livro de bolso

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… mais…

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Investigating Perceived Connectedness to Brand Users - William Martin
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William Martin:
Investigating Perceived Connectedness to Brand Users - Livro de bolso

ISBN: 9783639176209

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William Martin:
Investigating Perceived Connectedness to Brand Users - Livro de bolso

ISBN: 9783639176209

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Martin, William:
Investigating Perceived Connectedness to Brand Users: Brand Communities Versus Brand Collectivities - Livro de bolso

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… mais…

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Investigating Perceived Connectedness to Brand Users
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Número ISBN:

3639176200


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.

Dados detalhados do livro - Investigating Perceived Connectedness to Brand Users


EAN (ISBN-13): 9783639176209
ISBN (ISBN-10): 3639176200
Livro de capa dura
Livro de bolso
Ano de publicação: 2009
Editor/Editora: VDM Verlag Dr. Müller

Livro na base de dados desde 2008-05-12T21:59:26+01:00 (Lisbon)
Página de detalhes modificada pela última vez em 2023-03-16T16:12:43+00:00 (Lisbon)
Número ISBN/EAN: 3639176200

Número ISBN - Ortografia alternativa:
3-639-17620-0, 978-3-639-17620-9
Ortografia alternativa e termos de pesquisa relacionados:
Autor do livro: martin william
Título do livro: brand, connectedness, users

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