Philipp Wiegandt

Value Creation of Firm-Established Brand Communities (eBook, PDF)

• Format: PDF

Produktbeschreibung

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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Produktdetails

• Verlag: Gabler Verlag
• Seitenzahl: 211
• Erscheinungstermin: 26. November 2009
• Englisch
• ISBN-13: 9783834984609
• Artikelnr.: 37400456

Autorenporträt

Parallel to his employment as project manager in the automobile industry, Dr. Philipp Wiegandt obtained his doctorate under the guidance of Prof. Dietmar Harhoff, Ph.D., at the Institute for Innovation Research, Technology Management and Entrepreneurship, Ludwig-Maximilians-University, Munich.

Inhaltsangabe

Literature Review.- Derivation of Hypotheses.- Concept and Methodology of Empirical Analysis.- Summary and Outlook.