Summary and Outlook
This thesis investigated the value creation potential of firm-established brand communities. The topic arose out of the increasing importance of online brand communities over the last years. It is estimated that around 80 million people worldwide are active in brand communities (Algesheimer et al. 2006). Special emphasis was placed on the brand loyalty effects of firm-established brand communities as well as on the possibility of increasing the involvement of brand community members by conducting virtual customer integration projects.
KeywordsBrand Loyalty Product Development Process Creation Potential Lead User Brand Community
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