User Generated Branding [recurso electrónico] : Integrating User Generated Content into Brand Management / by Ulrike Arnhold.
Tipo de material: TextoEditor: Wiesbaden : Gabler, 2010Descripción: XXVIII, 451 p. 71 illus. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9783834988577Tema(s): Economics | Marketing | Economics/Management Science | MarketingFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 658.8 Clasificación LoC:HF5410-5417.5Recursos en línea: Libro electrónicoTipo de ítem | Biblioteca actual | Colección | Signatura | Copia número | Estado | Fecha de vencimiento | Código de barras |
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Libro Electrónico | Biblioteca Electrónica | Colección de Libros Electrónicos | HF5410 -5417.5 (Browse shelf(Abre debajo)) | 1 | No para préstamo | 377188-2001 |
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.
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.
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