Value Creation of Firm-Established Brand Communities

  • Authors
  • Philipp Wiegandt

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Philipp Wiegandt
    Pages 1-5
  3. Philipp Wiegandt
    Pages 6-69
  4. Philipp Wiegandt
    Pages 70-82
  5. Philipp Wiegandt
    Pages 83-150
  6. Philipp Wiegandt
    Pages 151-156
  7. Back Matter
    Pages 157-211

About this book

Introduction

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.

Keywords

Brand Communities Brand Loyalty Effects Firm-Established Innovation Research Value Creation communication

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-8460-9
  • Copyright Information Gabler Verlag | GWV Fachverlage GmbH, Wiesbaden 2009
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-2123-9
  • Online ISBN 978-3-8349-8460-9
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods