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© 2009

Value Creation of Firm-Established Brand Communities

  • Authors
Book

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

About the authors

Parallel to his employment as project manager in the automobile industry, Dr. Philipp Wiegandt obtained his doctorate under the guidance of Prof. Dietmar Harhoff, Ph.D., at the Institute for Innovation Research, Technology Management and Entrepreneurship, Ludwig-Maximilians-University, Munich.

Bibliographic information

  • Book Title Value Creation of Firm-Established Brand Communities
  • Authors Philipp Wiegandt
  • 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 Business and Management (R0)
  • Softcover ISBN 978-3-8349-2123-9
  • eBook ISBN 978-3-8349-8460-9
  • Edition Number 1
  • Number of Pages XVII, 211
  • Number of Illustrations 29 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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