Value Creation of Firm-Established Brand Communities
Author | : Philipp Wiegandt |
Publisher | : Springer Science & Business Media |
Total Pages | : 224 |
Release | : 2009-11-26 |
ISBN-10 | : 9783834984609 |
ISBN-13 | : 3834984604 |
Rating | : 4/5 (09 Downloads) |
Download or read book Value Creation of Firm-Established Brand Communities written by Philipp Wiegandt and published by Springer Science & Business Media. This book was released on 2009-11-26 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Philipp Wiegandt empirically analyzes the effects the creation of a firm-established brand community has on the brand loyalty and word-of-mouth communication of its members over time. He finds that establishing a firm-established brand community creates value for both – the company and their customers.