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Innovatives Markenmanagement

User Generated Branding

Integrating User Generated Content into Brand Management

Authors: Arnhold, Ulrike

  • Wirtschaftswissenschaftliche Studie

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eBook $99.00
price for USA (gross)
  • ISBN 978-3-8349-8857-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $129.00
price for USA
  • ISBN 978-3-8349-2324-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

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.

Table of contents (6 chapters)

  • User generated branding (UGB) as a field of study

    Arnhold, Ulrike

    Pages 1-23

  • Theoretical basis for the development of a UGB reference framework

    Arnhold, Ulrike

    Pages 24-63

  • Specification of UGB

    Arnhold, Ulrike

    Pages 64-151

  • Development of the explanatory UGB model

    Arnhold, Ulrike

    Pages 152-189

  • Empiric model validation and hypothesis testing

    Arnhold, Ulrike

    Pages 190-329

Buy this book

eBook $99.00
price for USA (gross)
  • ISBN 978-3-8349-8857-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $129.00
price for USA
  • ISBN 978-3-8349-2324-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
User Generated Branding
Book Subtitle
Integrating User Generated Content into Brand Management
Authors
Series Title
Innovatives Markenmanagement
Copyright
2010
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8349-8857-7
DOI
10.1007/978-3-8349-8857-7
Softcover ISBN
978-3-8349-2324-0
Edition Number
1
Number of Pages
XXVIII, 451
Number of Illustrations and Tables
71 b/w illustrations
Topics