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This book — based on the author’s doctoral dissertation — empirically analyzes the effects of firm-established brand communities on brand loyalty and word-of-mouth communication over time. Wiegandt’s study uses quasi-experimental design to demonstrate that creating a brand community can generate value for both companies and customers, showing how community membership influences loyalty, innovation engagement, and long-term customer relationships.

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245: $a: Value Creation of Firm-Established Brand Communities
245: $b:
082: $a:
100: $a: Philipp Wiegandt
650: $a: Marketing
250: $a:
440: $v:
250: $b: Gabler Verlag
250: $c: 2009
020: $a: 978-3-8349-2123-9
300: $a: 223