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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

Social Media Virtual World Second Life Corporate Brand Brand Management 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  • Severin Dennhardt
    • 1
  1. 1.InnsbruckAustria

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