| 000 | 02346nam a22004215i 4500 | ||
|---|---|---|---|
| 001 | 978-3-8349-8857-7 | ||
| 003 | DE-He213 | ||
| 005 | 20140220084553.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 101121s2010 gw | s |||| 0|eng d | ||
| 020 |
_a9783834988577 _9978-3-8349-8857-7 |
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| 024 | 7 |
_a10.1007/978-3-8349-8857-7 _2doi |
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| 050 | 4 | _aHF5410-5417.5 | |
| 072 | 7 |
_aKJS _2bicssc |
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| 072 | 7 |
_aKJSM _2bicssc |
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| 072 | 7 |
_aBUS043000 _2bisacsh |
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| 082 | 0 | 4 |
_a658.8 _223 |
| 100 | 1 |
_aArnhold, Ulrike. _eauthor. |
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| 245 | 1 | 0 |
_aUser Generated Branding _h[electronic resource] : _bIntegrating User Generated Content into Brand Management / _cby Ulrike Arnhold. |
| 264 | 1 |
_aWiesbaden : _bGabler, _c2010. |
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| 300 |
_aXXVIII, 451 p. 71 illus. _bonline resource. |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 505 | 0 | _aUser 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. | |
| 520 | _aWhat 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. | ||
| 650 | 0 | _aEconomics. | |
| 650 | 0 | _aMarketing. | |
| 650 | 1 | 4 | _aEconomics/Management Science. |
| 650 | 2 | 4 | _aMarketing. |
| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer eBooks | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783834923240 |
| 856 | 4 | 0 | _uhttp://dx.doi.org/10.1007/978-3-8349-8857-7 |
| 912 | _aZDB-2-SBE | ||
| 999 |
_c113063 _d113063 |
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