User Generated Branding : Integrating User Generated Content into Brand Management

by Ulrike Arnhold

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

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Year of publication:	2010
Authors:	Arnhold, Ulrike
Publisher:	Wiesbaden : Gabler Verlag / Springer Fachmedien Wiesbaden GmbH, Wiesbaden
Subject:	Markenführung \| Brand management \| Kundenintegration \| Customer integration \| Markenimage \| Brand image \| Social Web \| Social web \| Beziehungsmarketing \| Relationship marketing \| Deutschland \| Germany \| Virales Marketing \| Viral marketing \| Markenpolitik \| User Generated Content
Description of contents:	Table of Contents [external.dandelon.com] ; Description [swbplus.bsz-bw.de]

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Buchausg. u.d.T.:

Arnhold, Ulrike. User generated branding, 1st edition. - Wiesbaden : Gabler, 2010. - XXVIII, 451 Seiten

Persistent link: https://www.econbiz.de/10013522888