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 a the company and their customers.Thereby 165 responses came from the original reference group (276 in the reference measurement) and 99 responses from the control group (176 in the reference measurement). Yet 47 became a member of the M Power World between theanbsp;...
|Title||:||Value Creation of Firm-Established Brand Communities|
|Publisher||:||Springer Science & Business Media - 2009-11-26|