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Economics/Finances Value Creation of Firm-Established Brand Communities

Posted on 2010-03-16




Name:Economics/Finances Value Creation of Firm-Established Brand Communities
ASIN/ISBN:3834921238
Language:English
File size:3.3 Mb
Publish Date: 2009
ISBN: 3834921238
Pages: 211 pages
File Type: PDF
File Size: 3,3 MB
Other Info: Gabler, Betriebswirt.-Vlg
   Economics/Finances Value Creation of Firm-Established Brand Communities

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Philipp Wiegandt, "Value Creation of Firm-Established Brand Communities"

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.

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