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User Generated Branding true
By:Christoph Burmann,Ulrike Arnhold
Published on 2008 by LIT Verlag Münster

In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.

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Book which was published by LIT Verlag Münster since 2008 have ISBNs, ISBN 13 Code is 9783825818876 and ISBN 10 Code is 382581887X

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