User Generated Branding

User Generated Branding

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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.For example, the financial service enterprise JPMorgan Chase started advertising student-targeted credit cards on the social ... A further example is Toyota which offered virtual replicas of the model Scion xB to enhance the modela#39;s exposureanbsp;...

Title:User Generated Branding
Author:Ulrike Arnhold
Publisher:Springer Science & Business Media - 2010-11-22


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