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Value Creation of Firm Established Brand Communities 1st Edition by Philipp Wiegandt ISBN 9783834984609 383498460X

Name: Value Creation of Firm Established Brand Communities 1st Edition by Philipp Wiegandt ISBN 9783834984609 383498460X
SKU: EB-11706
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Authors:. Dietmar Harhoff, Ph. D , Series:IT & Computer [190] , Author sort:. Dietmar Harhoff, Ph. D , Ids:9783834984609 , Languages:Languages:eng , Published:Published:Jan 2010 , Publisher:GWV Fachverlage GmbH, Wiesbaden , Comments:Comments:Throughout the last years the brand community phenomenon gained increasing importance for companies and consumer alike. It offers companies the chance to increase the brand loyalty of their customers and to open up their innovation processes by integrating selected customers. Yet it also poses major questions to managers. Should we create our own brand community? How can we manage the permanent interaction with our customers once we started the brand community?

SKU: EB-11706 Category: eBook PDF Tags: Firm, Philipp Wiegandt, Value Creation

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ISBN 10: 383498460X
ISBN 13: 9783834984609
Author: Philipp Wiegandt

Preface Throughout the last years the brand community phenomenon gained increasing importance for companies and consumer alike. It offers companies the chance to increase the brand loyalty of their customers and to open up their innovation processes by integrating selected customers. Yet it also poses major questions to managers. Should we create our own brand community? How can we manage the permanent interaction with our customers once we started the brand community? Brand loyalty is strongly driven by brand community integration. In contrast to most of the literature which focuses on the static brand loyalty effects of firm-established brand community at a given time, Philipp Wiegandt examines in his analysis the dynamic brand loyalty effects over time. By doing so he analyses whether the so far observed brand loyalty effects are merely based on selection or if causality exists between firm-established brand community membership and brand loyalty. In his dissertation, Wiegandt undertakes a study of the value creation potential of brand communities for companies. Wiegandt contributed to the conception and realisation of a fi- established brand community in the automobile industry, whose creation he examined empirically. With a quasi-experimental design the creation of this firm-established brand community was examined concerning the brand loyalty effects it has on its members over time.

Value Creation of Firm Established Brand Communities 1st Edition Table of contents:

Part 1: Understanding Brand Communities

Introduction to Brand Communities
- Definition and Evolution of Brand Communities
- The Role of Brand Communities in Modern Marketing
- Characteristics of Successful Brand Communities
Theoretical Foundations of Brand Communities
- Social Identity Theory and Brand Communities
- Theories of Consumer Behavior in Brand Communities
- Psychological and Social Dynamics of Brand Community Members
Types of Brand Communities
- Firm-Established vs. Consumer-Founded Brand Communities
- Online and Offline Brand Communities
- Case Studies of Different Types of Brand Communities

Part 2: Value Creation in Brand Communities

Brand Communities and Firm Value Creation
- How Brand Communities Contribute to Firm Profitability
- Enhancing Customer Loyalty and Advocacy through Brand Communities
- Long-term Value Generation from Engaged Brand Communities
Customer-Generated Value in Brand Communities
- Co-Creation of Value in Brand Communities
- User-Generated Content and Its Impact on Brand Perception
- Word-of-Mouth Marketing and Advocacy
Operational and Financial Impact of Brand Communities
- Measuring the Financial Value of Brand Communities
- Quantifying Customer Engagement and Its Return on Investment (ROI)
- Operational Efficiency and Innovation Driven by Brand Communities

Part 3: Managing Firm-Established Brand Communities

Building and Nurturing Firm-Established Brand Communities
- Steps in Creating a Firm-Established Brand Community
- Strategies for Community Building: Engagement and Retention Tactics
- Creating Emotional Connections and Sense of Belonging
Community Management and Moderation
- The Role of Community Managers in Brand Communities
- Conflict Resolution and Maintaining a Positive Community Culture
- Balancing Firm Interests with Consumer Expectations
Brand Community Platforms and Tools
- Technology and Digital Platforms for Building Brand Communities
- Leveraging Social Media and Online Forums for Community Engagement
- Data Analytics and Insights for Managing Brand Communities

Part 4: Challenges and Future Directions

Challenges in Managing Brand Communities
- Common Pitfalls and Mistakes in Building Brand Communities
- Managing Negative Feedback and Brand Crises
- Ensuring Long-Term Sustainability of Brand Communities
The Future of Firm-Established Brand Communities
- Emerging Trends and Technologies in Brand Community Management
- The Role of Artificial Intelligence and Machine Learning in Community Engagement
- Future Research Directions in Brand Community Value Creation