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User Generated Branding : Integrating User Generated Content into Brand Management / by Ulrike Arnhold
Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: SpringerLink BücherPublisher: Wiesbaden : Gabler Verlag / Springer Fachmedien Wiesbaden GmbH, Wiesbaden, 2010Description: Online-Ressource (XXVIII, 451 p. 71 illus, digital)ISBN:- 9783834988577
- 650 23
- 658.8
- 658.82702854678
- HF5410-5417.5
- HF4999.2-6182
- HD28-70
- HF5415.15
Contents:
Summary: 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 outlookSummary: 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 brandingPPN: PPN: 1650574398Package identifier: Produktsigel: ZDB-2-SBE
Preface; Foreword; Contents; Index of figures; Index of tables; Index of abbreviations; Index of symbols; A User generated branding (UGB) as a field of study; 1 Relevance of UGB; 1.1. Major shifts in the branding environment; 1.2. UGB as a new challenge for brand management; 2 Need for research; 3 Objectives of the study; 4 Outline of the study; 5 Placement of the study in research theory; B Theoretical basis for the development of a UGB referenceframework; 1 User generated content (UGC) as the subject of this study; 1.1 Notion of content; 1.2 Definition of UGC
1.3 Definition of brand related UGC2 Identity-based brand management approach as the theoreticalframework of this study; 2.1 Basic model ofthe identity-based brand management approach; 2.2 Identity-based brand management process; 2.3 Integration of UGB and brand related UGC into the identity-based brandmanagement approach; 3 Relationship marketing as the practical reference of this study; 3.1 Relationship marketing; 3.2 Interactive marketing; 3.2 Interactive marketing; 3.3 Integration of UGB and brand related UGC into relationship marketing
4 Web2.0 and the digital world as context factors of this study4.1 Advancements in digital technology; 4.2 Web 2.0; 4.3 Emergence of the digital community; 4.4 Facilitation of legal schemes; 5 Discussion and summary of the theoretical basis; C Specification of UGB; 1 State of the art of research of UGB related concepts; 1.1 User innovation research; 1.2 Collective intelligence research; 1.3 Word of mouth research; 1.4 Community research; 1.5 UGC research; 1.6 UGB research in a broader sense; 1.7 Discussion and summary ofthe literature review
2 UGB definition and differentiation from related concepts2.1 Differentiation of UGB from neighbouring terms; 2.2 Elaboration of detailed UGB definition; 3 Application of UGB; 3.1 UGB for the purpose of applied market research; 3.2 UGB for the purpose of commercialisation and customer retention; 3.3 UGB for the purpose of internal branding; 3.4 Firm's stances regarding UGB and brand related UGC; D Development of the explanatory UGB model; 1 Understanding of Causality; 2 Reference framework for the explanation of determinants ofUGB attitude; 2.1 Determinants in user-centric research fields
2.2 Derivation of hypotheses regarding UGB determinants2.3 Specification of the conceptual model for UGB determinants; 3.Refernce framework for the explanation of UGB effectiveness; 3.2 Derivation of research hypotheses regarding UGB effectiveness; 3.3 Specification of the conceptual model for UGB effectiveness; 4 Summary of hypotheses and overall UGB model; E Empiric model validation and hypothesis testing; 1 Research design; 1.1 Study objects; 1.2 Sampling and data collection; 1.3 Data processing and editing; 1.4 Sample statistics; 2 Applied statistics for hypothesis testing
2.1 Descriptive statistics
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