Value Creation of Firm-Established Brand Communities

Name: Value Creation of Firm-Established Brand Communities
Author: Philipp Wiegandt

Specificaties

Paperback, 211 blz. | Engels

Gabler Verlag | 2010e druk, 2009

ISBN13: 9783834921239

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Gabler Verlag 2010e druk, 2009 9783834921239

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Samenvatting

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.

Specificaties

ISBN13:9783834921239

Taal:Engels

Bindwijze:paperback

Aantal pagina's:211

Uitgever:Gabler Verlag

Druk:2010

Hoofdrubriek:Reclame en verkoop, Marketing

Inhoudsopgave

The evolvement and classification of communities over time; The characteristics of brand communities; The implications of brand communities for consumers and companies; The brand loyalty effects of firm-established brand communities; Firm-established brand communities as an organisational form to open up innovation processes

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