Firm-hosted online brand communities and new product success

Gruner, Richard L. ; Homburg, Christian ; Lukas, Bryan A.

Document Type: Article
Year of publication: 2014
The title of a journal, publication series: Journal of the Academy of Marketing Science
Volume: 42
Issue number: 1
Page range: 29-48
Place of publication: New York, NY
Publishing house: Springer Science + Business Media LLC
ISSN: 0092-0703 , 1552-7824
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 650 Management
Abstract: 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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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