Value Creation of Firm-Established Brand Communities

By Philipp Wiegandt

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.

• Format: Paperback
• Language: English
• ISBN: 3834921238
• ISBN13: 9783834921239
• Release Date: December 2009
• Publisher: Gabler Verlag
• Length: 211 Pages
• Weight: 0.62 lbs.
• Dimensions: 0.5" x 5.8" x 8.3"