Value Creation of Firm-Established Brand Communities (English, Philipp Wiegandt | Prof Dietmar Harhoff Ph. D.)
by Philipp Wiegandt | Prof Dietmar Harhoff Ph. D.
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Book Details
Publisher
Gabler Verlag
Language
English
ISBN-13
9783834921239
ISBN-10
3834921238
Author
Philipp Wiegandt | Prof Dietmar Harhoff Ph. D.
About the Book
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.
ISBN: 9783834921239
ISBN-13: 9783834921239
ISBN-10: 3834921238
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Product ID: isbn-9783834921239
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