User generated branding : integrating user generated content into brand management

著者

• Arnhold, Ulrike
• Burmann, Christoph

書誌事項

User generated branding : integrating user generated content into brand management

Ulrike Arnhold ; with a preface by Christoph Burmann

（Gabler research, . Innovatives Markenmanagement）

Gabler, 2010

1st ed

注記

Originally presented as the author's thesis (doctoral) -- Universität Bremen, 2010

内容説明・目次

内容説明

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

目次

• Learning from User Innovation, Collective Intelligence, Word of Mouth and Community Research
• Types and Applications of User Generated Branding in Market Research, Commercialisation and Customer Retention
• Development of a Structural Equation Model to Measure the Impact on the Consumer-Brand Relationship
• Empiric Model Validation by Means of Three Real Life Interactive Branding Programmes

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB10568117
• ISBN:
  • 9783834923240
• 出版国コード: gw
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Wiesbaden
• ページ数/冊数: xxviii, 451 p.
• 大きさ: 21 cm
• 分類:
  • SG : 658.82702854678
  • DC : 658.8
• 件名:
  • SWD : Markenpolitik -- User Generated Content
• 親書誌ID:
  • BB00136896