Wiegandt Value Creation of Firm-Established Brand Communities

2010
ISBN: 978-3-8349-8460-9
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 211 Seiten, eBook

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.

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, Ludwig-Maximilians-University, Munich.

Zielgruppe

Research

Autoren/Hrsg.

Wiegandt, Philipp

Weitere Mitwirkende

Harhoff, Ph.D., Prof. Dietmar

Inhaltsverzeichnis

1;Preface;6
2;Foreword;7
3;Table of Contents;8
4;Table of Appendices;10
5;Table of Figures;11
6;Table of Tables;12
7;Table of Abbreviations;13
8;1 Introduction;14
8.1;1.1 Scope and Problem Description;14
8.2;1.2 Objectives and Structure of the Paper;15
8.3;1.3 Delimitation of Basic Terms;17
9;2 Literature Review;19
9.1;2.1 Communities 2.1.1 Definition and Development of Communities;19
9.2;2.2 Brand Community – a Detailed View;28
9.3;2.3 Intermediate Results;41
9.4;2.4 Implications of Brand Communities for Firms;43
9.5;2.5 Conclusion;79
9.6;2.6 Research Questions;81
10;3 Derivation of Hypotheses;83
10.1;3.1 Brand Loyalty;83
10.2;3.2 Customer Integration;92
11;4 Concept and Methodology of Empirical Analysis;96
11.1;4.1 Suitability of the Automobile Industry;96
11.2;4.2 Method and Concept of Empirical Research on Brand Loyalty;99
11.3;4.3 Empirical Analysis on Brand Loyalty;106
11.4;4.4 Method and Concept of Empirical Research on Customer Integration;151
11.5;4.5 Empirical Analysis on Customer Integration;155
12;5 Summary and Outlook;164
13;Appendix;170
14;References;204

Literature Review.- Derivation of Hypotheses.- Concept and Methodology of Empirical Analysis.- Summary and Outlook.

Über Autor(innen)

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, Ludwig-Maximilians-University, Munich.