Titlebook: User-Generated Content and its Impact on Branding; How Users and Commun Severin Dennhardt Book 2014 Springer Fachmedien Wiesbaden 2014

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Toxoid-Vaccines

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User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual WorldsFirms are facing a new communication reality that has been created by the rise of social media applications. Concurrently branding and brand management has become a key marketing priority for most companies (Aaker and Joachimsthaler, 2000, Keller, 2009).

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The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand ValueFirms are facing a new marketing communication reality that has been created by the rise of social media. The widespread penetration of web 2.0 applications, in combination with faster and greater mobile computing power and advances in bandwidth, has enabled this revolution.

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Contributions and ImplicationsThis thesis aims at contributing to marketing and branding literature by shedding light on the impact and consequences of user-generated content and social media on brand perceptions and marketing management.

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Severin DennhardtPublication in the field of economic sciences.Includes supplementary material:

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978-3-658-02349-2Springer Fachmedien Wiesbaden 2014