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