User-Generated Content and its Impact on Branding

Part A. Research Overview

1. Introduction
Severin Dennhardt

2. Theoretical Framework
Severin Dennhardt

3. Research Setting
Severin Dennhardt

4. Methodology
Severin Dennhardt

Part B. Articles Contributing to this Doctoral Thesis

5. Overview of Papers Included in Doctoral Thesis
Severin Dennhardt

6. User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds
Severin Dennhardt

7. Perception of User-generated Brands: A New Power in the Minds of Consumers?
Severin Dennhardt

8. The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value
Severin Dennhardt

9. The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook
Severin Dennhardt

10. Contributions and Implications
Severin Dennhardt

11. Limitations and Future Research
Severin Dennhardt

Keywords: Economics/Management Science, Marketing