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User Generated Branding

Integrating User Generated Content into Brand Management

  • Book
  • © 2010

Overview

Authors:
  1. Ulrike Arnhold
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  • Wirtschaftswissenschaftliche Studie

Part of the book series: Innovatives Markenmanagement (INMA)

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Table of contents (6 chapters)

  1. Front Matter

    Pages I-XXVIII
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  2. User generated branding (UGB) as a field of study

    • Ulrike Arnhold
    Pages 1-23

  3. Theoretical basis for the development of a UGB reference framework

    • Ulrike Arnhold
    Pages 24-63

  4. Specification of UGB

    • Ulrike Arnhold
    Pages 64-151

  5. Development of the explanatory UGB model

    • Ulrike Arnhold
    Pages 152-189

  6. Empiric model validation and hypothesis testing

    • Ulrike Arnhold
    Pages 190-329

  7. Summary, critical consideration and outlook

    • Ulrike Arnhold
    Pages 330-346

  8. Back Matter

    Pages 347-450
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Keywords

About this book

The increasing relevance of the internet has brought about significant change in me­ dia consumption, communication and social behaviour and thus evoked a debate in both business studies and practice. Brands, in particular, are affected by the devel­ opments in and around the internet since they stimulate and shape such behavioural patterns. Therefore, how to manage a brand in the era of the internet has been a topic of discussion for quite some time. First, success factors of so called "virtual e­ brands" were searched for, then "internet-based brand management" was explored and finally one was acknowledged as an "expert" by only using the buzzword "brand management in Web2. 0. " Many of the papers and books published at that time, how­ ever, dealt only superficially with the subject, distinguishing themselves through se­ quences of empty words rather than in-depth knowledge of the matter. Unfortunately, this even led to the case that the editor of a topic related Special Issue of the "Mar­ keting Science" joumal preselected all submitted manuscripts according to the fact whether he personally liked or disliked the used terminology. Against the background of this situation of as much shallowness as sUbjectivity, Dr. Ulrike Arnhold analyses the state of the art of research within her dissertation with great care and intellectual finesse.

About the author

Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann’s Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.

Bibliographic Information

  • Book Title: User Generated Branding

  • Book Subtitle: Integrating User Generated Content into Brand Management

  • Authors: Ulrike Arnhold

  • Series Title: Innovatives Markenmanagement

  • DOI: https://doi.org/10.1007/978-3-8349-8857-7

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010

  • Softcover ISBN: 978-3-8349-2324-0Published: 15 July 2010

  • eBook ISBN: 978-3-8349-8857-7Published: 22 November 2010

  • Series ISSN: 2627-1109

  • Series E-ISSN: 2627-1117

  • Edition Number: 1

  • Number of Pages: XXVIII, 451

  • Number of Illustrations: 71 b/w illustrations

  • Topics: Business and Management, general, Marketing

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