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Integration in the Brand Community - Luca Casablanca
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Luca Casablanca:

Integration in the Brand Community - Livro de bolso

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… mais…

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Casablanca, Luca:

Integration in the Brand Community: A model applied to Apple users - Livro de bolso

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 &… mais…

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Luca Casablanca:
Integration in the Brand Community A model applied to Apple users - Livro de bolso

2011

ISBN: 384540468X

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Integration in the Brand Community - Livro de bolso

ISBN: 384540468X

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Integration in the Brand Community: A model applied to Apple users - Livro de bolso

ISBN: 9783845404684

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Integration in the Brand Community: A model applied to Apple users
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9783845404684


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

Dados detalhados do livro - Integration in the Brand Community: A model applied to Apple users


EAN (ISBN-13): 9783845404684
ISBN (ISBN-10): 384540468X
Livro de capa dura
Livro de bolso
Ano de publicação: 2011
Editor/Editora: LAP LAMBERT Academic Publishing

Livro na base de dados desde 2007-04-14T14:22:38-03:00 (Sao Paulo)
Página de detalhes modificada pela última vez em 2023-07-29T18:19:38-03:00 (Sao Paulo)
Número ISBN/EAN: 9783845404684

Número ISBN - Ortografia alternativa:
3-8454-0468-X, 978-3-8454-0468-4
Ortografia alternativa e termos de pesquisa relacionados:
Autor do livro: luca, casablanca
Título do livro: brand, community, apple, casablanca

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