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...
| Main Author: | Wiegandt, Philipp. |
|---|---|
| Other Authors: | SpringerLink (Online service) |
| Format: | eBook |
| Language: | English |
| Published: |
Berlin :
Springer,
[2009]
|
| Physical Description: |
1 online resource (xvii, 211 pages) : illustrations. |
| Edition: | 1st ed. |
| Series: |
Gabler research.
|
| Subjects: |
CMU Electronic Access
Electronic Resource Click Here| Location | Call Number: | Status |
|---|---|---|
| CMU Electronic Access | Available |