User Generated Branding : Integrating User Generated Content into Brand Management

Online-Ressource (XXVIII, 451 p. 71 illus, digital)

Includes bibliographical references

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

10.1007/978-3-8349-8857-7 [DOI]

ECONIS - Online Catalogue of the ZBW