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Concept and Methodology of Empirical Analysis

  • Philipp Wiegandt

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.

Keywords

Community Status Reference Measurement Brand Loyalty Membership Status Lead User 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Philipp Wiegandt

There are no affiliations available

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