Abstract
Firms 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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Notes
- 1.
For the purpose of our research we focus only on the six most relevant attributes (out of a total of ten).
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© 2014 Springer Fachmedien Wiesbaden
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Dennhardt, S. (2014). User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds. In: User-Generated Content and its Impact on Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02350-8_6
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DOI: https://doi.org/10.1007/978-3-658-02350-8_6
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02349-2
Online ISBN: 978-3-658-02350-8
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