The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become...

User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook

Soziale Medien bieten Unternehmen eine Vielzahl an Möglichkeiten, mit Kunden zu interagieren. Soziale Interaktionen werden dabei als Haupttreiber für den Marketing- und Unternehmenserfolg betrachtet. Nur wenige Unternehmen schaffen es jedoch, deren Potential auch tatsächlich auszuschöpfen,...

This paper focuses on the role of online communities in performing two important functions of CRM - building trust and enhancing perceived value in consumers. The paper moves ahead to study the features of online communities which make them part of the value delivering and enhancing mechanisms...