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Memo to Marketers: Quantitative Evidence for Change

How User-Generated Content Really Affects Brands

George Christodoulides, Colin Jevons, Jennifer Bonhomme
DOI: 10.2501/JAR-52-1-053-064 Published 1 March 2012
George Christodoulides
Henley Business School, University of Reading,
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  • For correspondence: G.Christodoulides@henley.reading.ac.uk
Colin Jevons
Monash University/Caulfield campus,
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  • For correspondence: Colin.Jevons@monash.edu
Jennifer Bonhomme
Digital Planning Consultant,
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  • For correspondence: Jennifer.L.Bonhomme@gmail.com
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ABSTRACT

Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers' perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.

  • © Copyright 2012 The ARF. All rights reserved.

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Vol 52 Issue 1

Journal of Advertising Research: 52 (1)
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Memo to Marketers: Quantitative Evidence for Change
George Christodoulides, Colin Jevons, Jennifer Bonhomme
Journal of Advertising Research Mar 2012, 52 (1) 53-64; DOI: 10.2501/JAR-52-1-053-064

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Memo to Marketers: Quantitative Evidence for Change
George Christodoulides, Colin Jevons, Jennifer Bonhomme
Journal of Advertising Research Mar 2012, 52 (1) 53-64; DOI: 10.2501/JAR-52-1-053-064
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