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01.01.2014 | Original Empirical Research | Ausgabe 1/2014

Journal of the Academy of Marketing Science 1/2014

Firm-hosted online brand communities and new product success

Zeitschrift:
Journal of the Academy of Marketing Science > Ausgabe 1/2014
Autoren:
Richard L. Gruner, Christian Homburg, Bryan A. Lukas

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.

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