User Generated Branding - Integrating User Generated Content into Brand Management

Preface

Foreword

Contents

Index of figures

Index of tables

Index of abbreviations

Index of symbols

A User generated branding (UGB) as a field of study

1 Relevance of UGB

1.1. Major shifts in the branding environment

1.2. UGB as a new challenge for brand management

2 Need for research

3 Objectives of the study

4 Outline of the study

5 Placement of the study in research theory

B Theoretical basis for the development of a UGB referenceframework

1 User generated content (UGC) as the subject of this study

1.1 Notion of content

1.2 Definition of UGC

1.3 Definition of brand related UGC

2 Identity-based brand management approach as the theoreticalframework of this study

2.1 Basic model ofthe identity-based brand management approach

2.2 Identity-based brand management process

2.3 Integration of UGB and brand related UGC into the identity-based brandmanagement approach

3 Relationship marketing as the practical reference of this study

3.1 Relationship marketing

3.2 Interactive marketing

3.2 Interactive marketing

3.3 Integration of UGB and brand related UGC into relationship marketing

4 Web2.0 and the digital world as context factors of this study

4.1 Advancements in digital technology

4.2 Web 2.0

4.3 Emergence of the digital community

4.4 Facilitation of legal schemes

5 Discussion and summary of the theoretical basis

C Specification of UGB

1 State of the art of research of UGB related concepts

1.1 User innovation research

1.2 Collective intelligence research

1.3 Word of mouth research

1.4 Community research

1.5 UGC research

1.6 UGB research in a broader sense

1.7 Discussion and summary ofthe literature review

2 UGB definition and differentiation from related concepts

2.1 Differentiation of UGB from neighbouring terms

2.2 Elaboration of detailed UGB definition

3 Application of UGB

3.1 UGB for the purpose of applied market research

3.2 UGB for the purpose of commercialisation and customer retention

3.3 UGB for the purpose of internal branding

3.4 Firm's stances regarding UGB and brand related UGC

D Development of the explanatory UGB model

1 Understanding of Causality

2 Reference framework for the explanation of determinants ofUGB attitude

2.1 Determinants in user-centric research fields

2.2 Derivation of hypotheses regarding UGB determinants

2.3 Specification of the conceptual model for UGB determinants

3.Refernce framework for the explanation of UGB effectiveness

3.2 Derivation of research hypotheses regarding UGB effectiveness

3.3 Specification of the conceptual model for UGB effectiveness

4 Summary of hypotheses and overall UGB model

E Empiric model validation and hypothesis testing

1 Research design

1.1 Study objects

1.2 Sampling and data collection

1.3 Data processing and editing

1.4 Sample statistics

2 Applied statistics for hypothesis testing

2.1 Descriptive statistics

2.2 Inferential statistics

3 Validation of inherent measurement models

3.1 Attitude toward the ad and attitude toward the UGB programme

3.2 Consumer-brand relationship

3.3 Attitudinal and behavioural effects

3.4 Programme related factors

3.5 User personality related factors

3.6 Discussion and summary of measurement model results

4 Validation of determinants of UGB attitude

4.1 Results of univariate UGB analysis

4.2 Results of bivariate analysis

4.3 Validation of UGB cause model

4.4 Discussion and summary of results of UGB determinants analysis

5 Validation of UGB effectiveness model

5.1 Validation of total UGB effectiveness model

5.2 Multi group comparisons based on partial UGB effectiveness model

5.4 Extra: Validation of internal UGB effectiveness model

5.5 Discussion and summary of structural model results

F Summary, critical consideration and outlook

1 Summary of the study results

2 Managerial implications

3 Critical consideration of the study results

4 Directions of future research

Appendix

Definition of Web2.0 and new media marketing terms

UGC examples from brand management practice

Questionnaires used within this study

Normality tests for explored latent variables

Original measurement scales referred to in this study

Comparison of bootstrap replications results

Validation of measurement models (add on)

Validation of determinants of UGB attitude (add on)

Validation of structural UGB effectiveness model (add on)

Validation of interaction effects (add on)

Bibliography