User Generated Branding: Integrating User Generated Content into Brand Managemen

Description: User Generated Branding by Ulrike Arnhold 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description 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. Notes 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. Back Cover 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. Author Biography Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmanns Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods. Table of Contents 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. Long Description The increasing relevance of the internet has brought about significant change in me Feature Wirtschaftswissenschaftliche Studie Description for Sales People 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. Details ISBN3834923249 Author Ulrike Arnhold Short Title USER GENERATED BRANDING 2010/E Series Innovatives Markenmanagement Language English ISBN-10 3834923249 ISBN-13 9783834923240 Media Book Format Paperback Subtitle Integrating User Generated Content into Brand Management Pages 451 Year 2010 Publication Date 2010-07-15 Country of Publication Germany Translated from German Edition 2010th DOI 10.1007/978-3-8349-8857-7 Imprint Gabler Place of Publication Wiesbaden Publisher Gabler Edition Description 2010 ed. DEWEY 330 Audience Professional & Vocational Illustrations 71 Illustrations, black and white; XXVIII, 451 p. 71 illus. We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:96292571;

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