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...
Clasificación: | Libro Electrónico |
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Autor principal: | Wiegandt, Philipp (Autor) |
Autor Corporativo: | SpringerLink (Online service) |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
Wiesbaden :
Gabler Verlag : Imprint: Gabler Verlag,
2009.
|
Edición: | 1st ed. 2009. |
Temas: | |
Acceso en línea: | Texto Completo |
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