Value creation of firm-established brand communities
著者
書誌事項
Value creation of firm-established brand communities
（Gabler research）
Gabler, 2009
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注記
"Dissertation Ludwig Maximilians Universität München, 2009"--T.p. verso
References: p. 191-211
内容説明・目次
内容説明
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.
目次
- 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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