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Brand Communities
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Das Thema Communities hat fr das Zustandekommen, den Ablauf und das Ergebnis von Markttransaktionen in den letzten Jahren in Marktforschung und -praxis an Bedeutung gewonnen. Besonders interessant sind Brand Communities, d.h. nicht-geografisch gebundene Communities, die durch soziale Beziehungen zwischen Menschen geprgt sind, die eine bestimmte Marke bewundern. Ren Algesheimer geht dem Einfluss von Brand Communities auf Konsumenten und ihr Verhalten nach. Grundlage sind Experteninterviews und eine in drei Teilen erhobene Fragebogenuntersuchung mit Brand Communities aus der Automobilbranche. Die auf diesem Wege gewonnenen Daten untersucht der Autor mit Kovarianzstrukturanalysen. Auf der Basis der Ergebnisse leitet er einen netzwerkorientierten Ansatz zum Management sozialen Konsums und damit zum Management von Konsumenteninteraktionen in Brand Communities ab. Die Anwendbarkeit wird an zahlreichen Praxisbeispielen belegt.
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