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02435nam a22004455i 4500 |
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978-3-8349-8857-7 |
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DE-He213 |
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20151204153027.0 |
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cr nn 008mamaa |
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101121s2010 gw | s |||| 0|eng d |
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|a 9783834988577
|9 978-3-8349-8857-7
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|a 10.1007/978-3-8349-8857-7
|2 doi
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|a BUS042000
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|a 650
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|a Arnhold, Ulrike.
|e author.
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|a User Generated Branding
|h [electronic resource] :
|b Integrating User Generated Content into Brand Management /
|c by Ulrike Arnhold.
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|a Wiesbaden :
|b Gabler,
|c 2010.
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|a XXVIII, 451 p. 71 illus.
|b online resource.
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|a text
|b txt
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|a computer
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|a online resource
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|a text file
|b PDF
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|a 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.
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|a 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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|a Business.
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|a Management science.
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|a Marketing.
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|a Business and Management.
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| 650 |
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|a Business and Management, general.
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| 650 |
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|a Marketing.
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| 710 |
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783834923240
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| 856 |
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|u http://dx.doi.org/10.1007/978-3-8349-8857-7
|z Full Text via HEAL-Link
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| 912 |
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|a ZDB-2-SBE
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| 950 |
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|a Business and Economics (Springer-11643)
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