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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
|2 doi
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|a HF5410-5417.5
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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
|c by Philipp Wiegandt.
|h [electronic resource] /
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|a Wiesbaden :
|b Gabler,
|c 2009.
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| 300 |
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|a XVII, 211p. 29 illus.
|b online resource.
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| 336 |
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
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|a text file
|b PDF
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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 Economics.
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| 650 |
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|a Marketing.
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|a Economics/Management Science.
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|a Marketing.
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| 710 |
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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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| 856 |
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|u https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-8349-8460-9
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| 912 |
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|a ZDB-2-SBE
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| 950 |
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|a Business and Economics (Springer-11643)
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