User Generated Branding: Integrating User Generated Content into Brand Management (Innovatives Markenmanagement) - Softcover

Arnhold, Ulrike

Softcover

ISBN 10: 3834923249 ISBN 13: 9783834923240

Publisher: Gabler Verlag, 2010

Synopsis

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 communications mix. Her book will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.

About this title

About the Author

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.

From the 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.

Edition details

• Publisher: Gabler Verlag
• Publication date: 2010
• Language: English
• ISBN 10: 3834923249
• ISBN 13: 9783834923240
• Binding: Paperback
• Number of pages: 479