Firm-hosted online brand communities and new product success

被引：111

作者：

Gruner, Richard L. ^{[1
]}

Homburg, Christian ^{[1
,2
]}

Lukas, Bryan A. ^{[1
]}

机构：

[1] Univ Melbourne, Dept Management & Mkt, Melbourne, Vic, Australia

[2] Univ Mannheim, D-68131 Mannheim, Germany

来源：

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | 2014年 / 42卷 / 01期

关键词：

Firm-hosted online brand communities; New product success; Product innovativeness; Product introduction timing; Product and brand management; MARKET ORIENTATION; INVOLVEMENT; PERFORMANCE; INNOVATIVENESS; PARTICIPATION; RESOURCE; STRATEGY; IMPACT; MODEL;

D O I：

10.1007/s11747-013-0334-9

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：29 / 48

页数：20

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