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User Generated Branding [electronic resource] : Integrating User Generated Content into Brand Management / by Ulrike Arnhold.

By: Arnhold, Ulrike [author.].
Contributor(s): SpringerLink (Online service).
Material type: materialTypeLabelBookPublisher: Wiesbaden : Gabler, 2010Description: XXVIII, 451 p. 71 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783834988577.Subject(s): Economics | Marketing | Economics/Management Science | MarketingDDC classification: 658.8 Online resources: Click here to access online
Contents:
User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook.
In: Springer eBooksSummary: What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.
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User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook.

What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective she analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.

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