Brand Communities for Fast Moving Consumer Goods

Dr. Sandra Meister holds a PhD in business administration from Prof. Dr. Claudia Fantapié Altobelli, Chair of Marketing at the Helmut Schmidt University, University of the Federal Armed Forces in Hamburg. She is a marketing- and media professional with extensive experience in the consumer goods industry.

Leanings from Brand Community Research and Theoretical Foundation of Customer Behavior relevant for Brand Communities.- Development of a Behavioral Profil for Brand-Community Members and Definition of Performance Measures.- Analysis of the Behavioral Attributes with a Comparison between Brand-community Members and Non-members.- Development of a Structural Equation Model to Measure the Impact of the Behavioral Attributes on the Performance Measures with Comparison of Members and Non-members.- Derivation of Learnings and Recommendation for Brand Community Management.