Development of the explanatory UGB model
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.
KeywordsStructural Equation Model Opinion Leadership Brand Commitment User Personality Brand Communication
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