A call for ‘User-Generated Branding’
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
http://link.springer.com/content/pdf/10.1057/bm.2010.30.pdf
Reference20 articles.
1. Arnhold, U. (2010) User Generated Branding: An Exploration of a New Field of Study Focusing on the Effectiveness of Participatory Communication Programmes. Wiesbaden, Germany: Gabler-Verlag.
2. Berthon, P.R., Pitt, L.F., McCarthy, I. and Kates, S.M. (2007) When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons 50 (1): 39–47.
3. Burmann, C. and Arnhold, U. (2009) User Generated Branding: State of the Art of Research. Germany: Lit, Münster.
4. Burmann, C., Hegner, S. and Riley, N. (2009) Towards an identity-based branding. Marketing Theory 9 (1): 109–114.
5. Christodoulides, G. (2008) Breaking free from the industrial age paradigm of branding. Journal of Brand Management 15 (4): 291–293.
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