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Sinopsis
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.
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Acerca del autor
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.
De la contraportada
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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User Generated Branding: Integrating User Generated Content into Brand Management (Innovatives Markenmanagement)
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Gabler Verlag, 2010
ISBN 10: 3834923249
ISBN 13: 9783834923240
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User Generated Branding: Integrating User Generated Content into Brand Management (Innovatives Markenmanagement)
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User Generated Branding
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User Generated Branding (Paperback)
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Springer Fachmedien Wiesbaden, Weisbaden, 2010
ISBN 10: 3834923249
ISBN 13: 9783834923240
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Librería: Grand Eagle Retail, Mason, OH, Estados Unidos de America
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Paperback. Condición: new. Paperback. 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. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Nº de ref. del artículo: 9783834923240
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User Generated Branding: Integrating User Generated Content into Brand Management (Innovatives Markenmanagement)
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User Generated Branding
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Gabler Verlag, 2010
ISBN 10: 3834923249
ISBN 13: 9783834923240
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User Generated Branding: Integrating User Generated Content into Brand Management (Innovatives Markenmanagement)
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User Generated Branding
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Westdeutscher Verlag GmbH, 2010
ISBN 10: 3834923249
ISBN 13: 9783834923240
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User Generated Branding (Innovatives Markenmanagement)
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User Generated Branding
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Gabler Verlag Jul 2010, 2010
ISBN 10: 3834923249
ISBN 13: 9783834923240
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Librería: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Alemania
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Taschenbuch. Condición: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 480 pp. Englisch. Nº de ref. del artículo: 9783834923240
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