Value Creation of Firm-Established Brand Communities [electronic resource] /
Wiegandt, Philipp.author.
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.
Description based upon print version of record.
Diss.-- Ludwig Maximilians Universität München, 2009.
Includes bibliographical references.
Literature Review -- Derivation of Hypotheses -- Concept and Methodology of Empirical Analysis -- Summary and Outlook.
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.
Marketing.
Marketing.