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    The voice of the consumer speaks forcefully in brand identity

    Christodoulides, George and Jevons, C. (2011) The voice of the consumer speaks forcefully in brand identity. Journal of Advertising Research 51 (1), pp. 101-108. ISSN 0021-8499.

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    The article discusses user-generated content (UGC) from the perspective of marketing science. It addresses topics such as brand relationships, word of mouth advertising, and consumer creativity. An overview of the development of UGC and its antecedents is provided, going back to the early 1970s, and the innovative aspects of UGC are analyzed in this context. Consumer motivation for engaging with brands through UGC is discussed, and it is noted that UGC can be a rich source of data about customer attitudes and preferences.


    Item Type: Article
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: George Christodoulides
    Date Deposited: 21 Mar 2013 11:09
    Last Modified: 02 Aug 2023 17:02


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