In response to the first research problem, this section is dedicated to the elaboration of a definition and differentiation of user generated branding (UGB). Based on the theoretical framework introduced in the previous section, UGB related concepts in the broader sense shall be reviewed in the following. At this point, only selected aspects are described. A comprehensive overview of state of the art of UGB research was provided by Burmann/Arnhold preceding this thesis.1 Based on the insights from the existing literature, the UGB concept shall be further specified. Apart from detailing the proposed UGB definition and differentiating the concept from neighbouring fields, UGB application areas along the value chain shall be pointed out.
KeywordsBrand Loyalty User Generate Content Brand Management Lead User Brand Community
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