User generated branding: integrating user generated content into brand management
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Gabler
2010
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | Gabler Research : Innovatives Markenmanagement
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVIII,451 S. Ill., graph. Darst. |
| ISBN: | 9783834923240 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV026909131 | ||
| 003 | DE-604 | ||
| 005 | 20110228 | ||
| 007 | t | ||
| 008 | 110326s2010 ad|| m||| 00||| eng d | ||
| 015 | |a 10,N10 |2 dnb | ||
| 015 | |a 10,A32 |2 dnb | ||
| 016 | 7 | |a 1000542955 |2 DE-101 | |
| 020 | |a 9783834923240 |9 978-3-8349-2324-0 | ||
| 035 | |a (OCoLC)873718198 | ||
| 035 | |a (DE-599)DNB1000542955 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-188 | ||
| 082 | 0 | |a 658.82702854678 |2 22/ger | |
| 084 | |a QP 624 |0 (DE-625)141914: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 100 | 1 | |a Arnhold, Ulrike |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a User generated branding |b integrating user generated content into brand management |c Ulrike Arnhold. With a preface by Christoph Burmann |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Wiesbaden |b Gabler |c 2010 | |
| 300 | |a XXVIII,451 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Gabler Research : Innovatives Markenmanagement | |
| 502 | |a Zugl.: Bremen, Univ., Diss., 2010 | ||
| 650 | 0 | 7 | |a User Generated Content |0 (DE-588)7616549-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 689 | 0 | 0 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 0 | 1 | |a User Generated Content |0 (DE-588)7616549-8 |D s |
| 689 | 0 | |5 DE-188 | |
| 856 | 4 | 2 | |m DNB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022433205&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-022433205 | ||
Datensatz im Suchindex
| _version_ | 1804145548052135936 |
|---|---|
| adam_text | IMAGE 1
CONTENTS
PREFACE V
FOREWORD VIL
CONTENTS IX
INDEX OF FIGURES XV
INDEX OF TABLES ...XIX
INDEX OF ABBREVIATIONS XXIII
INDEX OF SYMBOLS XXVII
A USER GENERATED BRANDING (UGB) AS AFIELD OF STUDY 1
1 RELEVANCE OF UGB 2
1.1 MAJOR SHIFTS IN THE BRANDING ENVIRONMENT 2
1.2 UGB ASA NEW CHALLENGE FOR BRAND MANAGEMENT 9
2 NEED FOR RESEARCH 13
3 OBJECTIVES OF THE STUDY 17
4 OUTLINE OF THE STUDY 20
5 PLACEMENT OF THE STUDY IN RESEARCH THEORY 22
B THEORETICAL BASIS FOR THE DEVELOPMENT OF A UGB REFERENCE
FRAMEWORK 24
1 USER GENERATED CONTENT (UGC) AS THE SUBJECT OF THIS STUDY 25
1.1 NOTION OF CONTENT 25
1.2 DEFINITION OF UGC 27
1.3 DEFINITION OF BRAND RELATED UGC 31
2 IDENTITY-BASED BRAND MANAGEMENT APPROACH AS THE THEORETICAL FRAMEWORK
OF THIS STUDY 34
2.1 BASIC MODEL OF THE IDENTITY-BASED BRAND MANAGEMENT APPROACH 35
2.1.1 BRAND IDENTITY 35
2.1.2 BRAND IMAGE 37
2.1.3 CONSUMER-BRAND RELATIONSHIP AS THE REFERENCE POINT OF THIS STUDY
40
2.2 IDENTITY-BASED BRAND MANAGEMENT PROCESS 44
2.3 INTEGRATION OF UGB AND BRAND RELATED UGC INTO THE IDENTITY-BASED
BRAND MANAGEMENT APPROACH 47
3 RELATIONSHIP MARKETING AS THE PRACTICAL REFERENCE OF THIS STUDY 51
3.1 RELATIONSHIP MARKETING 51
3.2 INTERACTIVE MARKETING 52
3.3 INTEGRATION OF UGB AND BRAND RELATED UGC INTO RELATIONSHIP MARKETING
54
4 WEB2.0 AND THE DIGITAL WORLD AS CONTEXT FACTORS OF THIS STUDY 56
4.1 ADVANCEMENTS IN DIGITAL TECHNOLOGY 56
IX
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/1000542955
DIGITALISIERT DURCH
IMAGE 2
4.2 WEB 2.0 57
4.3 EMERGENCE OF THE DIGITAL COMMUNITY 58
4.4 FACILITATION OF LEGAL SCHEMES 59
5 DISCUSSION AND SUMMARY OF THE THEORETICAL BASIS 62
C SPECIFICATION OF UGB 64
1 STATE OF THE ART OF RESEARCH OF UGB RELATED CONCEPTS 65
1-1 USER INNOVATION RESEARCH 66
1.1.1 PROSUMERS 66
1.1.2 LEAD USERS 68
1.1.3 OPEN SOURCE 71
1.2 COLLECTIVE INTELLIGENCE RESEARCH 74
1.2.1 WISDOM OF CROWDS 74
1.2.2 WIKINOMICS 75
1.3 WORD OF MOUTH RESEARCH 77
1.3.1 OFFLINE WORD OF MOUTH 77
1.3.2 ONLINE WORD OF MOUTH 81
1.3.3 ORGANIC VERSUS AMPLIFIED WORD OF MOUTH 83
1.4 COMMUNITY RESEARCH 87
1.4.1 BRAND COMMUNITIES : 87
1.4.2 ONLINE COMMUNITIES 95
1.5 UGC RESEARCH 96
1.5.1 MOTIVATIONS FOR CREATING AND CONSUMING UGC 97
1.5.2 USER GENERATED ADVERTISING 99
1.5.3 FAN FICTION 105
1.5.4 CITIZEN JOURNALISM 106
1.6 UGB RESEARCH IN A BROADER SENSE 108
1.6.1 VIGILANTE MARKETING BY MUNIZ/SCHAU 108
1.6.2 ETRIBALIZED BRANDING BY KOZINETS 112
1.6.3 OPEN SOURCE BRANDS BY BERTHON/PITT/WATSON ET AL 116
1-7 DISCUSSION AND SUMMARY OF THE LITERATURE REVIEW 123
2 UGB DEFINITION AND DIFFERENTIATION FROM RELATED CONCEPTS 126
2.1 DIFFERENTIATION OF UGB FROM NEIGHBOURING TERMS 126
2.2 ELABORATION OF DETAILED UGB DEFINITION 127
2.2.1 NON-SPONSORED UGB 127
2.2.2 SPONSORED UGB 129
3 APPLICATION OF UGB 131
3.1 UGB FOR THE PURPOSE OF APPLIED MARKET RESEARCH 132
3.1.1 SOCIAL MEDIA MONITORING 133
3.1.2 IDEA SOLICITING 134
IMAGE 3
3.1.3 IMPLICATIONS FROM SOCIAL MEDIA MONITORING AND IDEA SOLICITING 135
3.2 UGB FOR THE PURPOSE OF COMMERCIALISATION AND CUSTOMER RETENTION 137
3.2.1 CROWD SOURCING 137
3.2.2 SOCIAL MEDIA PARTICIPATION 141
3.3 UGB FOR THE PURPOSE OF INTERNAL BRANDING 146
3.4 FIRM S STANCES REGARDING UGB AND BRAND RELATED UGC 148
D DEVELOPMENT OF THE EXPLANATORY UGB MODEL 152
1 UNDERSTANDING OF CAUSALITY 153
2 REFERENCE FRAMEWORK FOR THE EXPLANATION OF DETERMINANTS OF UGB
ATTITUDE 155
2.1 DETERMINANTS IN USER-CENTRIC RESEARCH FIELDS 155
2.2 DERIVATION OF HYPOTHESES REGARDING UGB DETERMINANTS 157
2.2.1 HYPOTHESIS REGARDING USAGE AND DEMOGRAPHICS 157
2.2.2 HYPOTHESES REGARDING ATTITUDES AND USER PERSONALITY 159
2.3 SPECIFICATION OF THE CONCEPTUAL MODEL FOR UGB DETERMINANTS 164
3 REFERENCE FRAMEWORK FOR THE EXPLANATION OF UGB EFFECTIVENESS 166
3.1 BASIC MODELS OF COMMUNICATION EFFECTIVENESS 166
3.1.1 ADVERTISING EFFECT MODELS 166
3.1.2 CONSUMER-BRAND RELATIONSHIP MODELS 168
3.1.2.1 BRAND RELATIONSHIP MODEL BY FOURNIER 168
3.1.2.2 CUSTOMER-BRAND RELATIONSHIP MODEL BY WENSKE AND STICHNOTH 171
3.2 DERIVATION OF RESEARCH HYPOTHESES REGARDING UGB EFFECTIVENESS ...
173
3.2.1 UGB AS AN INSTRUMENT TO STRENGTHEN THE CONSUMER-BRAND RELATIONSHIP
173
3.2.2 UGB EFFECTIVENESS IN COMPARISON TO ADVERTISING EFFECTIVENESS 176
3.2.3 UGB EFFECTIVENESS REGARDING DIFFERENT USER GROUPS 177
3.2.4 ASSUMED MODERATORS 178
3.3 SPECIFICATION OF THE CONCEPTUAL MODEL FOR UGB EFFECTIVENESS 181
3.4 EXTRA: UGB EFFECTIVENESS MODEL FOR THE INTERNAL TARGET GROUP 182
4 SUMMARY OF HYPOTHESES AND OVERALL UGB MODEL 186
E EMPIRIC MODEL VALIDATION AND HYPOTHESIS TESTING 190
1 RESEARCH DESIGN 191
1.1 STUDY OBJECTS 192
1.1.1 FROSTABLOG 192
1.1.2 BECK S FESTIVAL VIDEO CHALLENGE 194
1.1.3 UGC BASED CAR BRAND COMMUNITY 195
1.2 SAMPLING AND DATA COLLECTION 197
1.2.1 MULTI-CHANNEL DESIGN 197
1.2.2 QUESTIONNAIRE DESIGN 203
XI
IMAGE 4
1.2.3 PRE-TEST 207
1.3 DATA PROCESSING AND EDITING 208
1.4 SAMPLE STATISTICS 211
1.4.1 CHARACTERISATION OF THE ADJUSTED RESEARCH SAMPLE 211
1.4.2 INTER-CHANNEL COMPARISON 215
2 APPLIED STATISTICS FOR HYPOTHESIS TESTING 217
2.1 DESCRIPTIVE STATISTICS 217
2.2 INFERENTIAL STATISTICS 219
2.2.1 CHARACTERISTICS OF STRUCTURAL EQUATION MODELS 219
2.2.2 SUITABILITY OF PARTIAL LEAST SQUARES (PLS) APPROACH 222
2.2.3 EVALUATION OF REFLECTIVE MEASUREMENT MODELS WITHIN PLS 224
2.2.4 EVALUATION OF STRUCTURAL MODELS WITHIN PLS 227
2.2.5 MULTI GROUP COMPARISON WITHIN PLS 230
2.2.6 EVALUATION OF INTERACTION EFFECTS WITHIN PLS 232
3 VALIDATION OF INHERENT MEASUREMENT MODELS 235
3.1 ATTITUDE TOWARD THE AD AND ATTITUDE TOWARD THE UGB PROGRAMME.... 235
3.2 CONSUMER-BRAND RELATIONSHIP 240
3.3 ATTITUDINAL AND BEHAVIOURAL EFFECTS 245
3.4 PROGRAMME RELATED FACTORS 248
3.5 USER PERSONALITY RELATED FACTORS 251
3.6 DISCUSSION AND SUMMARY OF MEASUREMENT MODEL RESULTS 258
4 VALIDATION OF DETERMINANTS OF UGB ATTITUDE 261
4.1 RESULTS OF UNIVARIATE UGB ANALYSIS 261
4.1.1 CHARACTERISATION OF UGB ATTITUDE 261
4.1.2 ATTITUDE TOWARD CROWD SOURCING AND OPEN COMMUNICATION IN
GENERAL 263
4.2 RESULTS OF BIVARIATE ANALYSIS 264
4.2.1 EVALUATION OF USAGE AND DEMOGRAPHICS 265
4.2.2 EVALUATION OF ATTITUDES AND USER PERSONALITY 273
4.3 VALIDATION OF UGB CAUSE MODEL 279
4.4 DISCUSSION AND SUMMARY OF RESULTS OF UGB DETERMINANTS ANALYSIS. 282
5 VALIDATION OF UGB EFFECTIVENESS MODEL 288
5.1 VALIDATION OF TOTAL UGB EFFECTIVENESS MODEL 288
5.1.1 EVALUATION OF UGB EFFECTIVENESS 288
5.1.2 COMPARISON OF UGB AND AD EFFECTIVENESS 291
5.2 MULTI GROUP COMPARISONS BASED ON PARTIAL UGB EFFECTIVENESS
MODEL 293
5.2.1 UGB APPLICATION SPECIFIC EVALUATION 293
5.2.2 UGB AWARENESS AND PARTICIPATION SPECIFIC EVALUATION 296
XII
IMAGE 5
5.2.3 BRAND USAGE SPECIFIC EVALUATION 299
5.3 VALIDATION OF PARTIAL INTERACTION MODELS 301
5.3.1 UGB PROGRAMME RELATED FACTORS 302
5.3.2 USER PERSONALITY RELATED FACTORS 308
5.4 EXTRA: VALIDATION OF INTERNAL UGB EFFECTIVENESS MODEL 316
5.4.1 VALIDATION OF INHERENT MEASUREMENT MODELS 316
5.4.2 VALIDATION OF STRUCTURAL MODEL 321
5.5 DISCUSSION AND SUMMARY OF STRUCTURAL MODEL RESULTS 323
F SUMMARY, CRITICAL CONSIDERATION AND OUTLOOK 330
1 SUMMARY OF THE STUDY RESULTS 331
2 MANAGERIAL IMPLICATIONS 338
3 CRITICAL CONSIDERATION OF THE STUDY RESULTS 342
4 DIRECTIONS OF FUTURE RESEARCH 345
APPENDIX 347
BIBLIOGRAPHY 409
XIII
|
| any_adam_object | 1 |
| author | Arnhold, Ulrike |
| author_facet | Arnhold, Ulrike |
| author_role | aut |
| author_sort | Arnhold, Ulrike |
| author_variant | u a ua |
| building | Verbundindex |
| bvnumber | BV026909131 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)873718198 (DE-599)DNB1000542955 |
| dewey-full | 658.82702854678 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.82702854678 |
| dewey-search | 658.82702854678 |
| dewey-sort | 3658.82702854678 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Thesis Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01718nam a2200445 c 4500</leader><controlfield tag="001">BV026909131</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20110228 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">110326s2010 ad|| m||| 00||| eng d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">10,N10</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">10,A32</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">1000542955</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783834923240</subfield><subfield code="9">978-3-8349-2324-0</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)873718198</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB1000542955</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-188</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.82702854678</subfield><subfield code="2">22/ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 624</subfield><subfield code="0">(DE-625)141914:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Arnhold, Ulrike</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">User generated branding</subfield><subfield code="b">integrating user generated content into brand management</subfield><subfield code="c">Ulrike Arnhold. With a preface by Christoph Burmann</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Wiesbaden</subfield><subfield code="b">Gabler</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXVIII,451 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Gabler Research : Innovatives Markenmanagement</subfield></datafield><datafield tag="502" ind1=" " ind2=" "><subfield code="a">Zugl.: Bremen, Univ., Diss., 2010</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">User Generated Content</subfield><subfield code="0">(DE-588)7616549-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4113937-9</subfield><subfield code="a">Hochschulschrift</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">User Generated Content</subfield><subfield code="0">(DE-588)7616549-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">DNB Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022433205&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-022433205</subfield></datafield></record></collection> |
| genre | (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV026909131 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T23:21:12Z |
| institution | BVB |
| isbn | 9783834923240 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022433205 |
| oclc_num | 873718198 |
| open_access_boolean | |
| owner | DE-188 |
| owner_facet | DE-188 |
| physical | XXVIII,451 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Gabler |
| record_format | marc |
| series2 | Gabler Research : Innovatives Markenmanagement |
| spelling | Arnhold, Ulrike Verfasser aut User generated branding integrating user generated content into brand management Ulrike Arnhold. With a preface by Christoph Burmann 1. ed. Wiesbaden Gabler 2010 XXVIII,451 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gabler Research : Innovatives Markenmanagement Zugl.: Bremen, Univ., Diss., 2010 User Generated Content (DE-588)7616549-8 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Markenpolitik (DE-588)4144679-3 s User Generated Content (DE-588)7616549-8 s DE-188 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022433205&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Arnhold, Ulrike User generated branding integrating user generated content into brand management User Generated Content (DE-588)7616549-8 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)7616549-8 (DE-588)4144679-3 (DE-588)4113937-9 |
| title | User generated branding integrating user generated content into brand management |
| title_auth | User generated branding integrating user generated content into brand management |
| title_exact_search | User generated branding integrating user generated content into brand management |
| title_full | User generated branding integrating user generated content into brand management Ulrike Arnhold. With a preface by Christoph Burmann |
| title_fullStr | User generated branding integrating user generated content into brand management Ulrike Arnhold. With a preface by Christoph Burmann |
| title_full_unstemmed | User generated branding integrating user generated content into brand management Ulrike Arnhold. With a preface by Christoph Burmann |
| title_short | User generated branding |
| title_sort | user generated branding integrating user generated content into brand management |
| title_sub | integrating user generated content into brand management |
| topic | User Generated Content (DE-588)7616549-8 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | User Generated Content Markenpolitik Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022433205&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT arnholdulrike usergeneratedbrandingintegratingusergeneratedcontentintobrandmanagement |