Concept and Methodology of Empirical Analysis
In order to measure the influence the creation of a firm-established brand community has on brand loyalty and word-of-mouth communication, an experiment is conducted. For the second object of investigation - the suitability of members of firm-established brand communities for customer integration – a customer integration is conducted with the members of the firmestablished brand community. For these purposes the recently started firm-established brand community the “BMW M Power World” is used.
KeywordsCommunity Status Reference Measurement Brand Loyalty Membership Status Lead User
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