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ArticleFirm-hosted online brand communities and new product success

Richard L. Gruner2013

Article2013

Firm-hosted online brand communities and new product success

Richard L. Gruner · Christian Homburg · Bryan A. Lukas

139 citations·0/0 files stored·Journal of the Academy of Marketing Science

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Digital Marketing and Social Media Marketing and Advertising Strategies Knowledge Management and Sharing

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2019Diffusion of Innovations 1 1994Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 2003Research design: qualitative, quantitative, and mixed methods approaches 2003Diffusion of innovations 1992Core capabilities and core rigidities: A paradox in managing new product development 1985Measuring the Involvement Construct 2001Brand Community

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2016Social commerce—state-of-the-art and future research directions 2020How to improve new product performance through customer relationship management and product development management: evidence from China 2018Buyer relationships when developing new products: a contingency model 2025Self-Discrepancy as a Motive for Non-Fungible Token (NFT) Acquisition: A Psychological Ownership Perspective 2021Integrating Social Media and Traditional Modes of Customer Interaction for New B2B Service Development

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Year2013

Typearticle

Published2013-02-25

VenueJournal of the Academy of Marketing Science

ISSN-L0092-0703

Languageen

Citations139

Files0 public / 0

ShelfDigital Marketing and Social Media

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doi10.1007/s11747-013-0334-9

openalex_workW2155804632

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2017

Cause-Brand Community: Toward Consumer Citizenship