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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 - Taschenbuch

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. BIOGRAFIE Martin, William: William Martin ist Psychologe und Theologe, war als Seelsorger und Hochschuldozent tätig und beschäftigt sich seit mehr als zwanzig Jahren eingehend mit dem Taoismus. Zusammen mit seiner Frau leitet er ein Seminarzentrum, wo er u.a. Tai Chi Chuan und Meditation unterrichtet., DE, [SC: 0.00], Neuware, gewerbliches Angebot, 204, [GW: 282g], Selbstabholung und Barzahlung, PayPal, offene Rechnung, Banküberweisung, Internationaler Versand

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

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 - William Martin
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2009, ISBN: 9783639176209

ID: 804816093

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. Brand Communities Versus Brand Collectivities Buch (fremdspr.) Taschenbuch 01.07.2009 Bücher>Fremdsprachige Bücher>Englische Bücher, VDM, .200

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Investigating Perceived Connectedness to Brand Users - William Martin
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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. Brand Communities Versus Brand Collectivities Buch (fremdspr.) Bücher>Fremdsprachige Bücher>Englische Bücher, VDM

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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 - Taschenbuch

ISBN: 3639176200

[SR: 3665551], Taschenbuch, [EAN: 9783639176209], VDM Verlag, VDM Verlag, Book, [PU: VDM Verlag], VDM Verlag, 58319011, Marketing, 1322114031, Direkt, 58325011, Forschung, 1322115031, Industriell, 58323011, Multilevel, 1322116031, Produktmanagement, 1322117031, Telemarketing, 58278011, Web Marketing, 58288011, Weltweit, 58316011, Marketing & Verkauf, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher

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Investigating Perceived Connectedness to Brand Users

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.

Detailangaben zum Buch - Investigating Perceived Connectedness to Brand Users


EAN (ISBN-13): 9783639176209
ISBN (ISBN-10): 3639176200
Gebundene Ausgabe
Taschenbuch
Erscheinungsjahr: 2009
Herausgeber: VDM Verlag

Buch in der Datenbank seit 12.05.2008 22:59:26
Buch zuletzt gefunden am 03.01.2018 17:49:37
ISBN/EAN: 9783639176209

ISBN - alternative Schreibweisen:
3-639-17620-0, 978-3-639-17620-9


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