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Investigating Perceived Connectedness to Brand Users (Paperback) Loot Price: R2,313 Discovery Miles 23 130
Investigating Perceived Connectedness to Brand Users (Paperback): William Martin
Investigating Perceived Connectedness to Brand Users (Paperback): William Martin

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Investigating Perceived Connectedness to Brand Users (Paperback)

William Martin

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Loot Price R2,313 Discovery Miles 23 130

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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.

General

Imprint: VDM Verlag
Country of origin: Germany
Release date: July 2009
First published: July 2009
Authors: William Martin
Dimensions: 229 x 152 x 12mm (L x W x T)
Format: Paperback - Trade
Pages: 204
ISBN-13: 978-3-639-17620-9
Barcode: 9783639176209
Categories: Promotions
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 3-639-17620-0

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