User generated branding (UGB) as a field of study
as a field of studyThe first chapter is designed to provide an introduction and overview of user generated branding1 as the subject of this thesis. Before presenting the direction of the research endeavour, the relevance of user generated branding as emerging field of study is pointed out. Major shifts in the branding environment are briefly introduced, resulting in new challenges for brand management practice and theory. From this the overall need of research is derived, leading to the specific problem definition of this thesis. The chapter closes by presenting the overall study outline and placing the thesis in research theory.
KeywordsSocial Network Site Brand Commitment Private Label User Generate Content Personal Brand
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