User Generated Branding Integrating User Generated Content into Brand Management /

• Main Author: Arnhold, Ulrike (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2010.
• Subjects: Business.; Management science.; Marketing.; Business and Management.; Business and Management, general.

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 sh...

Table of 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.