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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 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.

Brand loyalty. --- Consumer behavior -- Social aspects. --- Online social networks -- Economic aspects. --- Commerce --- Business & Economics --- Marketing & Sales --- Consumer behavior --- Online social networks --- Social aspects. --- Economic aspects. --- Electronic social networks --- Social networking Web sites --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Business. --- Marketing. --- Business and Management. --- Social media --- Social networks --- Sociotechnical systems --- Web sites --- Human behavior --- Consumer profiling --- Market surveys --- Brand choice --- Loyalty --- Consumer satisfaction --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

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 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.

Marketing --- marketing