User Generated Branding Integrating User Generated Content into Brand Management /
What is the value of user generated content in branding? Do social media activities such as brand communities and blogs rather harm or strengthen the brand? Ulrike Arnhold investigates these burning questions, introducing the concept of user generated branding. From a brand management perspective sh...
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| Format: | Electronic |
| Language: | English |
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Wiesbaden :
Gabler,
2010.
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| Online Access: | https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-8349-8857-7 |