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(Ebook) Value Creation of Firm-Established Brand Communities by Philipp Wiegandt (auth.) ISBN 9783834921239, 9783834984609, 3834921238, 3834984604

  • SKU: EBN-4268654
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Instant download (eBook) Value Creation of Firm-Established Brand Communities after payment.
Authors:Philipp Wiegandt (auth.)
Pages:211 pages.
Year:2009
Editon:1
Publisher:Gabler Verlag
Language:english
File Size:2.48 MB
Format:pdf
ISBNS:9783834921239, 9783834984609, 3834921238, 3834984604
Categories: Ebooks

Product desciption

(Ebook) Value Creation of Firm-Established Brand Communities by Philipp Wiegandt (auth.) ISBN 9783834921239, 9783834984609, 3834921238, 3834984604

Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of their customers. Furthermore they represent an adequate organisational 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.

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