Philipp Wiegandt
Abstract
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 cu
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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 cu
Key concepts: Brand loyalty, Brand community, Brand management, Brand equity, Business, Marketing, Value (mathematics), Brand extension