Value Creation of Firm-Established Brand Communities

Name: Value Creation of Firm-Established Brand Communities
Brand: Gabler Verlag
SKU: 9783834921239
Price: 5470.00 INR
Availability: InStock

by Philipp Wiegandt, Prof Dietmar Harhoff Ph. D.

Gabler Verlag

₹5,470

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From the publisher

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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