User Generated Branding (UGB)

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An exploration of a new field of study focusing on the effectiveness of participatory communication programmes, Innovatives Markenmanagement

ISBN: 3834923249
ISBN 13: 9783834923240
Autor: Arnhold, Ulrike
Verlag: Springer Gabler
Umfang: xxviii, 451 S., 71 s/w Illustr., 451 p. 71 illus.
Erscheinungsdatum: 15.07.2010
Auflage: 1/2010
Produktform: Kartoniert
Einband: KT

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.

Artikelnummer: 1740279 Kategorie:

Beschreibung

InhaltsangabeLearning from User Innovation, Collective Intelligence, Word of Mouth and Community Research; Types and Applications of User Generated Branding in Market Research, Commercialisation and Customer Retention; Development of a Structural Equation Model to Measure the Impact on the Consumer-Brand Relationship; Empiric Model Validation by Means of Three Real Life Interactive Branding Programmes

Inhaltsverzeichnis

Learning from User Innovation, Collective Intelligence, Word of Mouth and Community Research; Types and Applications of User Generated Branding in Market Research, Commercialisation and Customer Retention; Development of a Structural Equation Model to Measure the Impact on the Consumer-Brand Relationship; Empiric Model Validation by Means of Three Real Life Interactive Branding Programmes

Autorenporträt

InhaltsangabeLearning from User Innovation, Collective Intelligence, Word of Mouth and Community Research; Types and Applications of User Generated Branding in Market Research, Commercialisation and Customer Retention; Development of a Structural Equation Model to Measure the Impact on the Consumer-Brand Relationship; Empiric Model Validation by Means of Three Real Life Interactive Branding Programmes

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