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02008nam a22004215i 4500 |
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978-3-8349-8460-9 |
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20151204182510.0 |
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100301s2009 gw | s |||| 0|eng d |
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|a 9783834984609
|9 978-3-8349-8460-9
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|a 10.1007/978-3-8349-8460-9
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|a BUS043000
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|a 658.8
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|a Wiegandt, Philipp.
|e author.
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|a Value Creation of Firm-Established Brand Communities
|h [electronic resource] /
|c by Philipp Wiegandt.
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|a Wiesbaden :
|b Gabler,
|c 2009.
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|a XVII, 211 p. 29 illus.
|b online resource.
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|a text
|b txt
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|a computer
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|a Literature Review -- Derivation of Hypotheses -- Concept and Methodology of Empirical Analysis -- Summary and Outlook.
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|a 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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|a Business.
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|a Marketing.
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|a Business and Management.
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|a Marketing.
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783834921239
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|u http://dx.doi.org/10.1007/978-3-8349-8460-9
|z Full Text via HEAL-Link
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|a ZDB-2-SBE
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|a Business and Economics (Springer-11643)
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