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Concept and Methodology of Empirical Analysis

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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.

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© 2009 Gabler | GWV Fachverlage GmbH

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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

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