Title
Value Creation of FirmEstablished Brand Communities,Used
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Product Description Philipp Wiegandt empirically analyzes the effects the creation of a firmestablished brand community has on the brand loyalty and wordofmouth communication of its members over time. He finds that establishing a firmestablished brand community creates value for both the company and their customers. From the Back Cover Firmestablished brand communities enable companies to increase the brand loyalty and wordofmouth 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 firmestablished brand community has on the brand loyalty and wordofmouth communication of its members over time. He finds that establishing a firmestablished brand community creates value for both the company and their customers. About the Author Parallel to his employment as project manager in the automobile industry, Dr. Philipp Wiegandt obtained his doctorate under the guidance of Prof. Dietmar Harhoff, Ph.D., at the Institute for Innovation Research, Technology Management and Entrepreneurship, LudwigMaximiliansUniversity, Munich.
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