Firm-hosted online brand communities and new product success
Year of publication: |
2014
|
---|---|
Authors: | Gruner, Richard L. ; Homburg, Christian ; Lukas, Bryan A. |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 42.2014, 1, p. 29-48
|
Subject: | Firm-hosted online brand communities | New product success | Product innovativeness | Product introduction timing | Product and brand management | Social Web | Social web | Innovation | Produktentwicklung | New product development | Markenführung | Brand management | Markenimage | Brand image |
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