LIBROS DEL AUTOR: philipp wiegandt

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  • Value Creation of Firm-Established Brand Communities
    Philipp Wiegandt
    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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