Theoretical basis for the development of a UGB reference framework
In this chapter the theoretical concepts which provide a basis for the definition and application of user generated branding (UGB) are introduced. Since UGB is understood as the management of brand related user generated content (UGC), the notion of UGC as the subject of UGB is discussed first. Second, the identity-based brand management approach is introduced.1 This approach is widely regarded as the state of the art of brand management research and serves as the theoretical framework of this thesis. Furthermore, UGB is integrated into relationship marketing as practical reference and related to the context factors of Web2.0 and the digital world. Based on these underlying concepts, a preliminary definition of UGB is formulated which serves as a reference point for the critical literature review in the following section.
KeywordsCustomer Relationship Management Brand Image Relationship Marketing User Generate Content Brand Management
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