Development of the explanatory UGB model

  • Ulrike Arnhold


Having specified user generated branding (UGB) and its application space, the following section deals with the development of a conceptual framework as a basis for empiric inquiry. Given the management orientation of this thesis, the role of sponsored UGBprogrammes shall be investigated. The objective is to validate sponsored UGB programmes as new instruments within the brand communication mix.


Structural Equation Model Opinion Leadership Brand Commitment User Personality Brand Communication 


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010

Authors and Affiliations

  • Ulrike Arnhold

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