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Value Creation of Firm-Established Brand Communities / by Philipp Wiegandt
Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: SpringerLink BücherPublisher: Wiesbaden : Gabler, 2009Description: Online-Ressource (XVII, 211p. 29 illus, digital)ISBN:- 9783834984609
- 658.8
- HF5410-5417.5
- HF5415.3
Contents:
Summary: Firm-established brand communities enable companies to increase the brand loyalty and word-of-mouth communication of their customers. Furthermore they represent an adequate organisational form for companies to integrate consumers into their innovation processes. 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.Summary: Preface Throughout the last years the brand community phenomenon gained increasing importance for companies and consumer alike. It offers companies the chance to increase the brand loyalty of their customers and to open up their innovation processes by integrating selected customers. Yet it also poses major questions to managers. Should we create our own brand community? How can we manage the permanent interaction with our customers once we started the brand community? Brand loyalty is strongly driven by brand community integration. In contrast to most of the literature which focuses on the stPPN: PPN: 1648702457Package identifier: Produktsigel: ZDB-2-SBE
Preliminary; Introduction; Literature Review; Derivation of Hypotheses; Concept and Methodology of Empirical Analysis; Summary and Outlook; Back matter
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