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...
Saved in:
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: |
In Prospector
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