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Value Creation of Firm-Established Brand Communities
Value Creation of Firm-Established Brand Communities
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International Edition


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.
About the Author: Parallel to his employment as project manager in the automobile industry, Dr. Philipp Wiegandt obtained his doctorate under the guidance of Prof. Dietmar Harhoff, Ph.D., at the Institute for Innovation Research, Technology Management and Entrepreneurship, Ludwig-Maximilians-University, Munich.


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Product Details
  • ISBN-13: 9783834921239
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 211
  • Series Title: English
  • Weight: 285 gr
  • ISBN-10: 3834921238
  • Publisher Date: 11 Dec 2009
  • Edition: 2010 ed.
  • Language: English
  • Returnable: Y
  • Spine Width: 12 mm
  • Width: 148 mm


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