© 2010

User Generated Branding

Integrating User Generated Content into Brand Management

  • Authors


  • Wirtschaftswissenschaftliche Studie


Table of contents

  1. Front Matter
    Pages I-XXVIII
  2. Ulrike Arnhold
    Pages 64-151
  3. Ulrike Arnhold
    Pages 152-189
  4. Ulrike Arnhold
    Pages 330-346
  5. Back Matter
    Pages 347-450

About this book


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 communication mix. Her book provides not only a comprehensive empiric analysis but also managerial implications. Thus, this pioneer study will help both scholars and practitioners to gain a thorough understanding of the roots, strategies and applications of user generated content in branding.


Brand Communities Brand Management Content Interaktives Marketing Market research Marketing Web Web 2.0 Web2.0 Word of Mouth communication

About the authors

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.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
IT & Software
Consumer Packaged Goods