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Integration in the Brand Community - Luca Casablanca
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Luca Casablanca:

Integration in the Brand Community - Pasta blanda

ISBN: 9783845404684

Paperback, [PU: LAP Lambert Academic Publishing], The study of the relationship between consumers and brand has developed a remarkable speculation over the years. Especially during last d… Más…

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Integration in the Brand Community: A model applied to Apple users - Casablanca, Luca
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Casablanca, Luca:

Integration in the Brand Community: A model applied to Apple users - Pasta blanda

2011, ISBN: 9783845404684

LAP LAMBERT Academic Publishing, Taschenbuch, 144 Seiten, Publiziert: 2011-07-18T00:00:01Z, Produktgruppe: Buch, 0.49 kg, Recht, Kategorien, Bücher, Bilanzierung & Buchhaltung, Business &… Más…

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Luca Casablanca:
Integration in the Brand Community A model applied to Apple users - Pasta blanda

2011

ISBN: 384540468X

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Luca Casablanca:
Integration in the Brand Community - Pasta blanda

ISBN: 384540468X

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Casablanca, Luca:
Integration in the Brand Community: A model applied to Apple users - Pasta blanda

ISBN: 9783845404684

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Integration in the Brand Community: A model applied to Apple users
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ISBN:

384540468X


The study of the relationship between consumers and brand has developed a remarkable speculation over the years. Especially during last decade, it has been delved into the topic of brand communities – groups of consumers associated by the fact of being connected to a brand through the ownership of a product, the fruition of a service, or the sharing of an experience. Some scholars have defined a model for measuring the integration of users within a community (Integration in the Brand Community, IBC). This study intends to validate this model, adapting it to Apple community, through an exploratory analysis and a quantitative study, drawn up on 351 owners of Apple products. Afterwards, it analyses the IBC according to the change of the amount or the typology of owned products. At last, it examines the relation that IBC establishes with the Consumer-brand Identification and the company success variables – satisfaction, loyalty, advocacy. Finally, some implications are suggested: theoretical implications – concerning reliability and application of the model – and practical implications – i.e. strategic-operational actions the company could implement in order to moni

Detalles del libro - Integration in the Brand Community: A model applied to Apple users


EAN (ISBN-13): 9783845404684
ISBN (ISBN-10): 384540468X
Tapa dura
Tapa blanda
Año de publicación: 2011
Editorial: LAP LAMBERT Academic Publishing

Libro en la base de datos desde 2007-04-14T19:22:38+02:00 (Madrid)
Página de detalles modificada por última vez el 2023-07-29T23:19:38+02:00 (Madrid)
ISBN/EAN: 384540468X

ISBN - escritura alterna:
3-8454-0468-X, 978-3-8454-0468-4
Mode alterno de escritura y términos de búsqueda relacionados:
Autor del libro: luca, casablanca
Título del libro: brand, community, apple, casablanca

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