User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds

Severin Dennhardt

Chapter 6 in User-Generated Content and its Impact on Branding, 2014, pp 33-56 from Springer

Abstract: 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).

Keywords: Social Media; Virtual World; Second Life; Corporate Brand; Brand Management (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02350-8_6

Ordering information: This item can be ordered from
http://www.springer.com/9783658023508

DOI: 10.1007/978-3-658-02350-8_6

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().