Beschreibung
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Autorenportrait
Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmanns Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.
Inhalt
Learning from User Innovation, Collective Intelligence, Word of Mouth and Community Research; Types and Applications of User Generated Branding in Market Research, Commercialisation and Customer Retention; Development of a Structural Equation Model to Measure the Impact on the Consumer-Brand Relationship; Empiric Model Validation by Means of Three Real Life Interactive Branding Programmes
Informationen zu E-Books