Abstract
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.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Rights and permissions
Copyright information
© 2009 Gabler | GWV Fachverlage GmbH
About this chapter
Cite this chapter
Wiegandt, P. (2009). Concept and Methodology of Empirical Analysis. In: Value Creation of Firm-Established Brand Communities. Gabler. https://doi.org/10.1007/978-3-8349-8460-9_4
Download citation
DOI: https://doi.org/10.1007/978-3-8349-8460-9_4
Publisher Name: Gabler
Print ISBN: 978-3-8349-2123-9
Online ISBN: 978-3-8349-8460-9
eBook Packages: Business and EconomicsBusiness and Management (R0)