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About Value Creation of Firm-Established Brand Communities
Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of their customers. Furthermore they represent an adequate organizational form for companies to integrate consumers into their innovation processes. Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm-established brand community creates value for both - the company and their customers.
Detailed Information
| Author: | Philipp Wiegandt |
|---|---|
| Publication Year: | 2010 |
| ISBN: | 9783834921239 |
| Pages: | 224 |
| Language: | English |
| File Size: | 4.057 |
| Format: | |
| Price: | FREE |
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