User Generated Branding Integrating User Generated Content into Brand Management

User Generated Branding Integrating User Generated Content into Brand Management / by Ulrike Arnhold.

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 sh...

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Bibliographic Details
Main Author: Arnhold, Ulrike (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Wiesbaden : Gabler Verlag : Imprint: Gabler Verlag, 2010.
Edition:1st ed. 2010.
Series:Innovatives Markenmanagement,
Springer eBook Collection.
Subjects:
Business.
Management science.
Marketing.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
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Call Number: E-Book
Status: Available

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