User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds

  • Severin Dennhardt

Abstract

Firms are facing a new communication reality that has been created by the rise of social media applications. Concurrently branding and brand management has become a key marketing priority for most companies (Aaker and Joachimsthaler, 2000, Keller, 2009).

Keywords

Steam Marketing Hunt Encapsulation Stake 

Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  • Severin Dennhardt
    • 1
  1. 1.InnsbruckAustria

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