Titlebook: Online Brand Communities; Using the Social Web Francisco J. Martínez-López,Rafael Anaya,Sebastián Textbook 2016 Springer International Publ

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,Consumers’ Motivations to Participate in Virtual Brand Communities,type of person, what they hope to accomplish and the type of brand. In general, motives like seeking information, communication, establishing relationships and constructing an identity show up in most studies, but other more hedonistic characteristics, like leisure or reputation also lead to partici

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Value Creation in Virtual Brand Communities,which are increasingly used as tools for value creation by users and organizations alike, are a perfect example of this type of opportunity..Many companies have opted to create or integrate themselves into brand communities in order to establish long-term relationships with customers..These communit

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Creating and Developing Virtual Brand Communities: Some Practical Guidelines,the keys to the success of their creation and development. However, there are many factors that organizations should keep in mind; furthermore, there are several stages that virtual brand communities should pass through. In this chapter, the most important general factors and considerations are synt

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián Molinillo aus der Agrar- und Ern?hrungswirtschaft. Sie geben damit Neugründern, aber auch bestehendenBetriebsleitern, die in neue Gesch?ftsbereiche einsteigen wollen, eine wertvolle Hilfestellung.??Kopfzerbrechen lieber vor der Investition als danach!“ lautet bereits der erste Tipp der Autoren..

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Francisco J. Martínez-López,Rafael Anaya-Sánchez,Rocio Aguilar-Illescas,Sebastián MolinilloenBetriebsleitern, die in neue Gesch?ftsbereiche einsteigen wollen, eine wertvolle Hilfestellung.??Kopfzerbrechen lieber vor der Investition als danach!“ lautet bereits der erste Tipp der Autoren..978-3-658-19805-3978-3-658-19806-0

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