User Generated Branding - Couverture souple

Arnhold, Ulrike

Couverture souple

ISBN 10 : 3834923249 ISBN 13 : 9783834923240

Editeur : Gabler, 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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Gabler
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 3834923249
• ISBN 13: 9783834923240
• Reliure: Broché
• Nombre de pages: 480
• Coordonnées du fabricant: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Allemagne