Arnhold User Generated Branding

Integrating User Generated Content into Brand Management
1. Auflage 2010
ISBN: 978-3-8349-8857-7
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 451 Seiten, eBook

Reihe: Innovatives Markenmanagement

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.

Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann's Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.

Zielgruppe

Research

Autoren/Hrsg.

Arnhold, Ulrike

Inhaltsverzeichnis

1;Preface;6
2;Foreword;8
3;Contents;10
4;Index of figures;15
5;Index of tables;18
6;Index of abbreviations;21
7;Index of symbols;25
8;A User generated branding (UGB) as a field of study;27
8.1;1 Relevance of UGB;28
8.1.1;1.1. Major shifts in the branding environment;28
8.1.2;1.2. UGB as a new challenge for brand management;35
8.2;2 Need for research;39
8.3;3 Objectives of the study;43
8.4;4 Outline of the study;46
8.5;5 Placement of the study in research theory;48
9;B Theoretical basis for the development of a UGB referenceframework;50
9.1;1 User generated content (UGC) as the subject of this study;51
9.1.1;1.1 Notion of content;51
9.1.2;1.2 Definition of UGC;53
9.1.3;1.3 Definition of brand related UGC;57
9.2;2 Identity-based brand management approach as the theoreticalframework of this study;60
9.2.1;2.1 Basic model ofthe identity-based brand management approach;61
9.2.2;2.2 Identity-based brand management process;70
9.2.3;2.3 Integration of UGB and brand related UGC into the identity-based brandmanagement approach;73
9.3;3 Relationship marketing as the practical reference of this study;77
9.3.1;3.1 Relationship marketing;77
9.3.2;3.2 Interactive marketing;78
9.3.3;3.2 Interactive marketing;78
9.3.4;3.3 Integration of UGB and brand related UGC into relationship marketing;80
9.4;4 Web2.0 and the digital world as context factors of this study;82
9.4.1;4.1 Advancements in digital technology;82
9.4.2;4.2 Web 2.0;83
9.4.3;4.3 Emergence of the digital community;84
9.4.4;4.4 Facilitation of legal schemes;85
9.5;5 Discussion and summary of the theoretical basis;88
10;C Specification of UGB;90
10.1;1 State of the art of research of UGB related concepts;91
10.1.1;1.1 User innovation research;92
10.1.2;1.2 Collective intelligence research;100
10.1.3;1.3 Word of mouth research;103
10.1.4;1.4 Community research;113
10.1.5;1.5 UGC research;122
10.1.6;1.6 UGB research in a broader sense;134
10.1.7;1.7 Discussion and summary ofthe literature review;149
10.2;2 UGB definition and differentiation from related concepts;152
10.2.1;2.1 Differentiation of UGB from neighbouring terms;152
10.2.2;2.2 Elaboration of detailed UGB definition;153
10.3;3 Application of UGB;157
10.3.1;3.1 UGB for the purpose of applied market research;158
10.3.2;3.2 UGB for the purpose of commercialisation and customer retention;163
10.3.3;3.3 UGB for the purpose of internal branding;172
10.3.4;3.4 Firm's stances regarding UGB and brand related UGC;174
11;D Development of the explanatory UGB model;178
11.1;1 Understanding of Causality;179
11.2;2 Reference framework for the explanation of determinants ofUGB attitude;181
11.2.1;2.1 Determinants in user-centric research fields;181
11.2.2;2.2 Derivation of hypotheses regarding UGB determinants;183
11.2.3;2.3 Specification of the conceptual model for UGB determinants;190
11.3;3.Refernce framework for the explanation of UGB effectiveness;192
11.3.1;3.2 Derivation of research hypotheses regarding UGB effectiveness;199
11.3.2;3.3 Specification of the conceptual model for UGB effectiveness;207
11.4;4 Summary of hypotheses and overall UGB model;212
12;E Empiric model validation and hypothesis testing;216
12.1;1 Research design;217
12.1.1;1.1 Study objects;218
12.1.2;1.2 Sampling and data collection;223
12.1.3;1.3 Data processing and editing;234
12.1.4;1.4 Sample statistics;237
12.2;2 Applied statistics for hypothesis testing;243
12.2.1;2.1 Descriptive statistics;243
12.2.2;2.2 Inferential statistics;245
12.3;3 Validation of inherent measurement models;261
12.3.1;3.1 Attitude toward the ad and attitude toward the UGB programme;261
12.3.2;3.2 Consumer-brand relationship;266
12.3.3;3.3 Attitudinal and behavioural effects;271
12.3.4;3.4 Programme related factors;274
12.3.5;3.5 User personality related factors;277
12.3.6;3.6 Discussion and summary of measurement model results;284
12.4;4 Validation of determinants of UGB attitude;287
12.4.1;4.1 Results of univariate UGB analysis;287
12.4.2;4.2 Results of bivariate analysis;290
12.4.3;4.3 Validation of UGB cause model;305
12.4.4;4.4 Discussion and summary of results of UGB determinants analysis;308
12.5;5 Validation of UGB effectiveness model;314
12.5.1;5.1 Validation of total UGB effectiveness model;314
12.5.2;5.2 Multi group comparisons based on partial UGB effectiveness model;319
12.5.3;5.4 Extra: Validation of internal UGB effectiveness model;342
12.5.4;5.5 Discussion and summary of structural model results;349
13;F Summary, critical consideration and outlook;356
13.1;1 Summary of the study results;357
13.2;2 Managerial implications;364
13.3;3 Critical consideration of the study results;368
13.4;4 Directions of future research;371
14;Appendix;373
14.1;Definition of Web2.0 and new media marketing terms;374
14.2;UGC examples from brand management practice;382
14.3;Questionnaires used within this study;392
14.4;Normality tests for explored latent variables;404
14.5;Original measurement scales referred to in this study;409
14.6;Comparison of bootstrap replications results;417
14.7;Validation of measurement models (add on);419
14.8;Validation of determinants of UGB attitude (add on);425
14.9;Validation of structural UGB effectiveness model (add on);428
14.10;Validation of interaction effects (add on);434
15;Bibliography;435

User generated branding (UGB) as a field of study.- Theoretical basis for the development of a UGB reference framework.- Specification of UGB.- Development of the explanatory UGB model.- Empiric model validation and hypothesis testing.- Summary, critical consideration and outlook.

Über Autor(innen)

Dr. Ulrike Arnhold holds a PhD in business administration from Prof. Dr. Christoph Burmann’s Chair of Innovative Brand Management at the University of Bremen. She works as a brand strategist in luxury goods.