Advertisement

Specification of UGB

  • Ulrike Arnhold

Abstract

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.

Keywords

Brand Loyalty User Generate Content Brand Management Lead User Brand Community 
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.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010

Authors and Affiliations

  • Ulrike Arnhold

There are no affiliations available

Personalised recommendations