current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day … Brands · The Impact of User-Interactions in Social Media on Brand Awareness and Purchase Intention Target Groups … · Researchers and students in the fields of marketing and brand management · Executives in this area The Author Dr. Severin …

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 …

Do brand communities really work for FMCG? Can brand-community members be characterized by specific behavioral … attributes? Are there significant differences between members and those simply visiting the brand-community site? In her study … Sandra Meister derives a set of behavioral attributes relevant for brand-community members. By means of significance test and …

This book presents the latest research and recent studies in the field of national brand and private label marketing …. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning …

understanding and describing purchasers of private labels and can be meaningfully applied to the management areas of brand … the focus on marketing and brand management Executives and consultants in the field of marketing, brand management …