Value Creation of Firm-Established Brand Communities
Philipp Wiegandt, "Value Creation of Firm-Established Brand Communities"
Gabler, Betriebswirt.-Vlg | 2009 | ISBN: 3834921238 | 211 pages | PDF | 3,3 MB
Gabler, Betriebswirt.-Vlg | 2009 | ISBN: 3834921238 | 211 pages | PDF | 3,3 MB
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.
Not all books on AvaxHome appear on the homepage.
In order not to miss many of them follow ebooks section (see top of each page on AH)
and visit my blog too :)
In order not to miss many of them follow ebooks section (see top of each page on AH)
and visit my blog too :)
NO MIRRORS according to the rules