Titlebook: User Generated Branding; Integrating User Gen Ulrike Arnhold Book 2010 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010 B

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978-3-8349-2324-0Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2010

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2627-1109 munication and social behaviour and thus evoked a debate in both business studies and practice. Brands, in particular, are affected by the devel­ opments in and around the internet since they stimulate and shape such behavioural patterns. Therefore, how to manage a brand in the era of the internet h

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Specification of UGB,g this thesis.. 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.

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Summary, critical consideration and outlook,erature. Both the summary and the critical consideration are kept short at this point. More comprehensive summaries and discussions can be found within the individual sections. This thesis closes by providing manifold indications for future research in the field of user generated branding.

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