User generated branding (UGB) as a field of study
User generated branding (UGB) as a field of study
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用户生成品牌（UGB）作为研究领域
DOI：
10.1007/978-3-8349-8857-7_1
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
Ulrike Arnhold
中科院分区：
文献类型：
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作者：
Ulrike Arnhold
第一章对用户生成品牌作为本文的研究主题进行了介绍和概述。在提出研究努力的方向之前，指出了用户生成品牌作为新兴研究领域的相关性。简要介绍了品牌环境的重大变化，给品牌管理实践和理论带来了新的挑战。由此引出了研究的总体需求，从而引出了本文的具体问题界定。本章最后提出了总体研究大纲，并将论文置于研究理论中。
as a field of studyThe first chapter is designed to provide an introduction and overview of user generated branding1as the subject of this thesis. Before presenting the direction of the research endeavour, the relevance of user generated branding as emerging field of study is pointed out. Major shifts in the branding environment are briefly introduced, resulting in new challenges for brand management practice and theory. From this the overall need of research is derived, leading to the specific problem definition of this thesis. The chapter closes by presenting the overall study outline and placing the thesis in research theory.