Ulrike Arnhold: User Generated Branding

Cover: 9783834923240 | User Generated Branding | Ulrike Arnhold | Taschenbuch | xxviii | 2010

Rückseite: 9783834923240 | User Generated Branding | Ulrike Arnhold | Taschenbuch | xxviii | 2010

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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.

Zusammenfassung

Inhaltsverzeichnis

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.

Details

Erscheinungsjahr:	2010
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	Innovatives Markenmanagement
Inhalt:	xxviii 451 S. 71 s/w Illustr. 451 p. 71 illus.
ISBN-13:	9783834923240
ISBN-10:	3834923249
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Arnhold, Ulrike
Hersteller:	Gabler Verlag Betriebswirtschaftlicher Verlag Dr. Th. Gabler Innovatives Markenmanagement
Verantwortliche Person für die EU:	Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	210 x 148 x 26 mm
Von/Mit:	Ulrike Arnhold
Erscheinungsdatum:	19.07.2010
Gewicht:	0,615 kg