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Development of the explanatory UGB model

  • Ulrike Arnhold

Abstract

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.

Keywords

Structural Equation Model Opinion Leadership Brand Commitment User Personality Brand Communication 
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.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010

Authors and Affiliations

  • Ulrike Arnhold

There are no affiliations available

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