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Value Creation of Firm-Established Brand Communities

Value Creation of Firm-Established Brand Communities

Philipp Wiegandt

120,68 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2009
Materia
Ventas y marketing
ISBN:
9783834921239
120,68 €
IVA incluido
Disponible

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Sobre IBD

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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