Four brands participated in the research, namely;
Posted: Sat Jan 18, 2025 9:10 am
Non-fans, passive fans and active fans
Three different Facebook users participated in the study:
non-fans;
passive fans;
active fans.
Non-fans are customers of a brand who do not participate in the brand's fan page on Facebook. Passive fans are customers of the brand who are fans of the brand on Facebook, but mainly observe the page. They do not take any or only very limited action on the fan page.
Active fans , on the other hand, are customers who are fans of a brand on Facebook and actively participate in the fan page. They perform one or more actions on the fan page on a daily or weekly basis. Actions can be: liking a post, sharing a post, responding to a post or posting a message on the brand's fan page.
In 2012, a consumer followed between 8 and 15 brands passively and about 4 to 8 brands interactively . My prediction for the study was that active fans would have the highest score on brand image and non-fans the lowest.
Trademark use
Obviously, a consumer will have more associations with the brand if bosnia and herzegovina mobile phone number list he or she uses the brand often. Therefore, brand usage is also measured in this study, so that the variance in results caused by differences in brand usage between respondents can be filtered.
The main results
Pedigree
Lipton tea
Windows
Typhoon
Customers of these four brands, both Facebook fans and non-Facebook fans, were approached to participate in this research. Ultimately, 3528 consumers participated in this research, of which 1824 non-fans and 1686 fans (865 passive and 821 active fans). The research results for the four brands have been combined. The most important results.
1. Functional product associations have the largest share in brand image
This is followed by the abstract associations with the brand. Associations with the organization behind the brand are the least important. This means that when a brand wants to improve its image, the main focus in communication (on Facebook) should be on associations with the tangible aspects of the brand's products.
Three different Facebook users participated in the study:
non-fans;
passive fans;
active fans.
Non-fans are customers of a brand who do not participate in the brand's fan page on Facebook. Passive fans are customers of the brand who are fans of the brand on Facebook, but mainly observe the page. They do not take any or only very limited action on the fan page.
Active fans , on the other hand, are customers who are fans of a brand on Facebook and actively participate in the fan page. They perform one or more actions on the fan page on a daily or weekly basis. Actions can be: liking a post, sharing a post, responding to a post or posting a message on the brand's fan page.
In 2012, a consumer followed between 8 and 15 brands passively and about 4 to 8 brands interactively . My prediction for the study was that active fans would have the highest score on brand image and non-fans the lowest.
Trademark use
Obviously, a consumer will have more associations with the brand if bosnia and herzegovina mobile phone number list he or she uses the brand often. Therefore, brand usage is also measured in this study, so that the variance in results caused by differences in brand usage between respondents can be filtered.
The main results
Pedigree
Lipton tea
Windows
Typhoon
Customers of these four brands, both Facebook fans and non-Facebook fans, were approached to participate in this research. Ultimately, 3528 consumers participated in this research, of which 1824 non-fans and 1686 fans (865 passive and 821 active fans). The research results for the four brands have been combined. The most important results.
1. Functional product associations have the largest share in brand image
This is followed by the abstract associations with the brand. Associations with the organization behind the brand are the least important. This means that when a brand wants to improve its image, the main focus in communication (on Facebook) should be on associations with the tangible aspects of the brand's products.