ENGLISH

Value Creation of Firm-Established Brand Communities

By Philipp Wiegandt (auth.)

Book information

Publisher
Gabler Verlag
Year
2009
ISBN
978-3-8349-2123-9, 978-3-8349-8460-9
DOI
10.1007/978-3-8349-8460-9
Language
english
Format
PDF
Filesize
2 MB (2605591 bytes)
Edition
1
Pages
211\223
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Marketing

Description

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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