User Generated Branding: Integrating User Generated Content into Brand Management by Ulrike ArnholdUser Generated Branding: Integrating User Generated Content into Brand Management by Ulrike Arnhold

User Generated Branding: Integrating User Generated Content into Brand Management

byUlrike Arnhold

Paperback | July 15, 2010

Pricing and Purchase Info

$139.46 online 
$154.95 list price save 9%
Earn 697 plum® points

Prices and offers may vary in store

Quantity:

In stock online

Ships free on orders over $25

Not available in stores

about

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.
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.
Loading
Title:User Generated Branding: Integrating User Generated Content into Brand ManagementFormat:PaperbackDimensions:479 pagesPublished:July 15, 2010Publisher:Gabler VerlagLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834923249

ISBN - 13:9783834923240

Look for similar items by category:

Reviews

Table of Contents

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