Firm-hosted online brand communities and new product success

Autor:	Christian Homburg, Richard Gruner, Bryan A. Lukas
Rok vydání:	2013
Předmět:	Marketing Economics and Econometrics business.industry Brand awareness Advertising Durable good Brand management Business economics Brand extension New product development Brand equity Business and International Management business Archetype
Zdroj:	Journal of the Academy of Marketing Science. 42:29-48
ISSN:	1552-7824 0092-0703
DOI:	10.1007/s11747-013-0334-9
Popis:	Many firms use online brand communities to support the launch of their new products. This study proposes a typology of firm-hosted online brand communities and examines whether such a classification system can improve predictions of new product success. A cross-industry analysis of 81 firm-hosted online brand communities shows that these communities reflect three archetypes. A subsequent survey of 170 community-hosting firms in the consumer durable goods industry reveals that the three types of communities are not equally important for new product success. Moreover, one archetype generally underperforms the other two as a new product support mechanism. Overall, the results demonstrate that firm-hosted online brand communities can be a predictor of new product success.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::35b2f188ea12ba8bcb190f5b23ec615f https://doi.org/10.1007/s11747-013-0334-9 Zobrazit plný text záznamu Full text from SpringerLink