User Generated Branding: Integrating User Generated Content into Brand Management

✍ Scribed by Ulrike Arnhold (auth.)

• Publisher: Gabler Verlag
• Year: 2010
• Tongue: English
• Leaves: 476
• Edition: 1
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Front Matter....Pages I-XXVIII
User generated branding (UGB) as a field of study....Pages 1-23
Theoretical basis for the development of a UGB reference framework....Pages 24-63
Specification of UGB....Pages 64-151
Development of the explanatory UGB model....Pages 152-189
Empiric model validation and hypothesis testing....Pages 190-329
Summary, critical consideration and outlook....Pages 330-346
Back Matter....Pages 347-450

✦ Subjects

Marketing