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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: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Gabler Verlag : Imprint: Gabler Verlag,
2009.
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| Edición: | 1st ed. 2009. |
| Temas: | |
| Acceso en línea: | Texto Completo |
Tabla de Contenidos:
- Literature Review
- Derivation of Hypotheses
- Concept and Methodology of Empirical Analysis
- Summary and Outlook.