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Value Creation of Firm-Established Brand Communities 2010 (German, Paperback, 2010 ed.): Philipp Wiegandt Value Creation of Firm-Established Brand Communities 2010 (German, Paperback, 2010 ed.)
Philipp Wiegandt; Foreword by Dietmar Harhoff
R1,488 Discovery Miles 14 880
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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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