LiM – wissenschaftliche Arbeiten - the Thought Leaders in Brand

6th Thought Leaders International Conference on Brand Management, April 2010, Lugano
User Generated Branding:
How brands may benefit from participatory web programmes
by
Ulrike Arnhold
Christoph Burmann
Author affiliations:
Ulrike Arnhold is a doctorate fellow at the Chair of Innovative Brand Management (LiM®) at
the University of Bremen, Germany. She works as a brand strategy team leader with
Swarovski.
Christoph Burmann is a professor at the University of Bremen, Germany and holds the Chair
of Innovative Brand Management (LiM®).
Contact:
University of Bremen
Chair of Innovative Brand Management (LiM)
PO Box 330 440
D-28334 Bremen
Germany
I
Ulrike Arnhold
Mobile: + 43 664 852 8626
E-mail: [email protected]
Abstract:
This paper coins the term user generated branding (UGB), coping with the emerging phenomenon of consumer created brand messages in Web2.0. Rooted in the identity-based brand
management approach, UGB is defined as the strategic and operative management of brand
related user generated content in order to achieve brand goals. Within a comprehensive empiric analysis of about 3,000 cases, the effectiveness of company-sponsored UGB programmes such as blogs, video challenges and communities is proven. Statistically highly significant results suggest that UGB liking has a substantive positive influence on the consumerbrand relationship as a pre-economic branding target value. The effects of UGB programmes
are found to reach a similar strength as TV advertising. These findings legitimate an integration of UGB initiatives into the brand communication mix. Thus, this study does not only
bridge a research gap in branding theory but also makes an essential contribution to decisionmaking in brand management practice.
Keywords:
User generated content; co-creation; Web2.0; consumer-brand relationship; identity-based
brand management approach, interactive marketing
II
User Generated Branding:
How brands may benefit from participatory web programmes
1. Introduction
In the participatory world of Web2.0 (see Musser and O'Reilly, 2006) millions of common
people have started publishing own brand related content. As evidenced by YouTube videos,
Facebook groups, Twitter messages, Wikipedia articles, Amazon book reviews and other social media activities, such amateur pieces may achieve significant reach and thus represent serious brand touch points to consumers. Instead of only monitoring this grassroots movement,
more and more branded companies aim at actively participating in it. By setting up interactive
programmes such as corporate blogs, brand communities and online challenges, pioneering
brand managers strive for involving actual and potential customers in order to achieve brand
goals (see Christodoulides, 2008).
The effectiveness of such participatory programmes, however, has not been explored in depth
so far. Academic literature on user generated content in general is still considered in its initial
phase (see Stöckl et al., 2008). Neither an agreed definition nor overall frameworks currently
exist. What is published is rather anecdotal: From a brand community perspective, Muniz and
Schau (2007) analyzed unpaid marketing efforts of brand loyalists within their 'vigilante marketing' approach. Kozinets (2008) identified pro-active and prompted patterns of consumer
feedback, referring to 'eTribalized branding'. From an ‘open source brand’ perspective, Pitt et
al. (2006) explored the nature of non-proprietary brands such as Linux compared to traditional
brands. However, none of these academics covered the full picture of UGB.
Thus, the objective of this paper is to prove the effectiveness of participatory web programmes as emerging brand communication tools. First, the authors introduce the new concept of user generated branding (UGB) understood in short as the active handling and stimulation of user generated brand messages. Having presented the overall UGB framework, the focus is on the impact of company-sponsored UGB programmes. The results of a comprehensive empiric study are discussed, demonstrating the effectiveness of three real life UGB programmes compared to traditional advertising.
2. The concept of user generated branding (UGB)
2.1
Identity-based brand management approach
User generated branding is rooted in the theoretical framework of the identity-based brand
management approach (see Kapferer, 1992; Aaker, 1996; Meffert and Burmann, 1996). This
approach takes into account both the brand perception by external stakeholders—referred to
as brand image—and the self-reflection of a brand by internal stakeholders—called brand
identity (see Figure 1). By considering the inside-out perspective as equally relevant to the
outside-in perspective, this approach differs fundamentally from the preceding one-sided image-oriented models, leading to an enhanced integrated brand management understanding (de
Chernatony, 2006).
With regard to user generated content related problems, the identity-based brand management
approach is particularly suitable since it stresses the brand’s interaction capability. Brand
identity is constituted by both the interactions among internal stakeholders (e.g. employees,
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executives, intermediaries) and with external target groups (e.g. actual and potential customers, communities). It is understood that the brand experience is driven by all brand touch
points including the signals sent by a brand’s customers as well as the words and actions of
employees.
Since in the Web2.0 era not meeting the brand promise is punished quicker, more consequently and with farther reach, the requirements for internal brand management are increasing (see
Burmann et al., 2008). If employees and intermediaries “live the brand” internally and externally, negative brand related user generated content may be counteracted and positive grassroots brand messages can be evoked.
On the other hand, the identity-based brand management approach explicitly considers consumer-to-consumer interaction. User generated brand messages are regarded as brand touch
points next to corporate communication efforts, affecting a consumer’s brand experience and
brand expectations. The proponents argue that the perceived brand personality and symbolic
brand benefit associations (e.g. social integration and acceptance) might be strongly shaped
by a brand’s allegedly typical customers and users (Meffert et al., 2008).
2.2
UGB definition and differentiation
Within the framework of the identity-based brand management approach, user generated
branding (UGB) is defined as "…the strategic and operative management of brand related
user generated content (UGC) to achieve brand goals" (Burmann and Arnhold, 2008: 66).
That is, UGB is understood as the handling of all kinds of voluntarily created and publicly
distributed brand messages undertaken by non-marketers—from original user comments to
reviews, ratings and remixes with corporate messages, to even full artistic work. This user
generated content might represent both expression of customer complaint and brand fan dedication. It might be visualized as text, image, audio or video and distributed via Web 2.0 platforms such as blogs, review, video sharing and social networking sites but also via mobile devices (see Wunsch-Vincent and Vickery, 2007).
The concept of UGB is related to user centred research fields such as user innovation, collective intelligence, word of mouth, brand community and open source research. However, it
shall not be equated with existing terms: Unlike mass customization, UGB does not refer to a
co-design process within a fixed solution space but deals with freely created personal brand
meaning. Content creators can be regarded as creative consumers (see Berthon et al., 2007)
but not necessarily as lead users who adopt novel products for own use (see von Hippel,
1986). Since user contributions within the UGB context represent personal interpretations of
company-owned brands, UGB is not to be mixed up with non-proprietary open source brands
(see Pitt et al., 2006).
Alike, UGB needs to be distinguished from brand communities (see Muniz and O'Guinn,
2001; McAlexander et al., 2002) and word of mouth (see Reichheld, 2003; Gladwell, 2001).
While brand communities represent a network of brand fans and word of mouth means a dissemination channel, UGB refers to brand related content. This content, however, may be generated within brand communities and disseminated by online word of mouth. Finally, UGB is
more than eBranding. While the latter aims at using the channel internet to present a brand,
UGB refers to an online feedback movement beyond conventional top-down brand management behaviour.
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2.3
Non-sponsored versus sponsored UGB
In terms of managing the consumer feedback, the authors identified two key UGB approaches
(see Figure 2): The handling of natural brand related UGC which occurred unprompted without the interference of the marketer is understood as non-sponsored UGB. Natural UGC creators are considered self-appointed brand activists. They act independently driven by intrinsic
motivation and an emotional—both positive and negative—relationship towards the brand.
Hence, non-sponsored UGB as management approach refers to the monitoring of natural
brand related UGC and incorporating the won insights into the brand management process.
On the contrary, brand management may also stimulate brand related UGC by actively asking
for consumer contributions through blogs, contests, voting, selected fan contributions or other
forms of campaigns. Such management of stimulated UGC is called sponsored UGB and is
the focus of this paper. Since the brand manager may set up the programme rules, the user
contributions may be canalized but not controlled. Beside applied market research, the main
objective of sponsored UGB is idea generation within the context of commercialisation. Since
it fosters customer interaction it may also be used as instrument for customer retention.
3. Research problem
3.1
Key research hypotheses
Detecting the potential of sponsored UGB as an emerging brand communication tool is the
specific research problem of this study. Following Fournier’s brand relationship framework
(see Fournier, 1994), UGB effectiveness is examined in terms of the consumer-brand relationship as a pre-economic target value. That is, brand and consumer are regarded as relationship
partners whose relationship quality might be influenced by sponsored UGB programmes as
brand behaviour instruments. The consumer-brand relationship, on the other hand, is assumed
to evoke consumer responses. Attitudinal effects refer to ease of relationship building, trust
and brand image improvement, while behavioural effects include recommendation, repurchase and cross-buying behaviour (see Wenske, 2008; Stichnoth, 2008).
In reference to Fournier, it is hypothesized that attitude toward the sponsored UGB programme had a substantive direct positive influence on the consumer-brand relationship as
well as on attitudinal and behavioural effects toward the brand. The consumer-brand relationship is assumed to serve as a mediator, amplifying total attitudinal and behavioural effects.
In order to size the power of UGB, a comparison with classic advertising is drawn. Given the
participatory character of UGB programmes evoking intense interactions between brand and
consumer, ‘open’ UGB programmes are presumed to have a stronger effect on the consumerbrand relationship than ‘closed’ advertising campaigns. Also attitudinal effects are assumed to
be stronger through ‘pulling’ UGB than ‘pushing’ advertising. With regard to recommendation and purchase behaviour, however, a stronger ad impact is hypothesized with regard to its
manifest selling message.
Following Fournier, the impact of UGB attitude is considered for different user groups. It is
assumed that UGB effectiveness is greater among users who blog, comment on stories, upload videos, etc. than among users who do not actively contribute. This hunch is backed by
the mere exposure effect by which people tend to develop a preference for things merely because they are familiar with them (see Zajonc, 1968). Advanced advertising stage models (see
Biehal et al., 1992) also attach importance to brand usage. It is thus assumed that UGB effectiveness is stronger among actual customers than potential customers.
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Since UGB effectiveness may be overshadowed by third variables, programme related factors
(perceived brand fit and attitude toward stimulated user generated content) as well as user related factors (Web2.0 experience and innovativeness) are assumed to be potential moderators.
3.2
Research model
The constructed set of hypotheses is transferred to a structural equation model (see Backhaus
et al., 2005): The structural model consists of attitude toward the UGB programme as a latent
exogenous variable and consumer-brand relationship as well as attitudinal and behavioural effects as interlinked latent endogenous variables. Attitude toward the ad is added as a second
latent exogenous variable to the causal chain. Programme and user related factors are included
as moderators of UGB effectiveness.
The model inherent latent variables are operationalised by reflective measurement models.
Mostly established scales from marketing and consumer behaviour research were used (see
Table 1). The UGB measure was newly developed according to the attitude toward the ad
scale by Lee and Mason (1999).
4. Study design
4.1
Data gathering
In order to verify the hypotheses, a research design with three real life UGB applications was
applied. Study 1 refers to a corporate blog administered by the leading European convenience
food brand FRoSTA and is an UGB example for idea soliciting. Study 2 represents a video
contest hosted by the leading European beer brand Beck’s and stands for social media participation for the purpose of customer acquisition and retention. Study 3 reflects a community
building programme for brand fans initiated by a leading European automotive brand. That is,
three different brands which sponsor three different UGB applications in three different industries are analysed, enabling comprehensive model testing. In addition to the UGB programmes, current TV advertising campaigns of the respective brands were investigated.
Within data gathering, a multi-channel study design was chosen (see Figure 3). Based on
online questionnaires placed at the UGB programme sites, the university website and an
online panel as well as paper and pencil questionnaires at the PoS, 2,668 cases were obtained.
This total sample for quantitative analysis was complemented by an ad diagnostic study
(N=261) and content analysis (N=348). Thus, not only brand fans and active UGB participants were addressed but also potential customers and UGB unaware users (see Table 2).
Hence, the phenomenon of self-fulfilling prophecy (see Wilkins, 1976) could be widely
avoided. To respondents who were not familiar with the examined UGB and ad programmes,
the initiatives were introduced by means of screenshots and original programme information
within the questionnaire.
4.2
Applied statistics for hypothesis testing
This study applies a deductive, structure-testing approach of confirmative character. For parameter estimation of the structural equation model, the Partial Least Squares (PLS) approach
is preferred to covariance based approaches. PLS is regarded suitable because of the predictive purpose of this study and less limiting data premises, including minimal demands on
measurement scales and residual distributions (see Wold, 1980).
As the central criteria for evaluating the structural model, the coefficient of determination
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(minimum of R²>0.19) and the sign and significance of the path coefficients (minimum of
γ>0.1; p<0.05) are used (see Chin, 1998). To see whether a latent exogenous variable exerts a
substantial influence on a latent endogenous variable, the effect size of the latent exogenous
variable is computed as follows:
f2=
R 2 included − R 2 excluded
.
1 − R 2 included
5. Research results and implications
5.1
Key results
The hypothesized UGB effectiveness is overall proven true (see Figure 4). Attitude toward the
sponsored UGB programme is found to substantively affect the consumer-brand relationship
(path coefficient of γ=0.30 at significance of p<0.001) and attitudinal effects (γ=0.27) directly
in a positive way. That is, liking of sponsored blogs, challenges and communities fosters consumers' relatedness to the brand and makes them look upon it more favourable in terms of image and trust. However, no substantive direct impact of UGB attitude on behavioural effects
(i.e. recommendation and purchase behaviour) is detected (γ=0.07).
Comparing the power of UGB with classic advertising, the level of UGB effectiveness is
found to be similar to ad effectiveness. For both attitude toward the UGB programme and toward advertising, a rather medium effect size of f²=0.11 is measured regarding the consumerbrand relationship. Regarding attitudinal effects, the impact of UGB is even slightly stronger
(f²=0.11 vs. 0.08). Direct impact on behavioural effects is very low for both UGB (f²=0.01)
and ad (f²=0.06). Total impact on behavioural effects, however, is substantial (R²=0.69) due to
the influence of the consumer-brand relationship and attitudinal effects.
Running the PLS path model for specific sub samples, further insights were gained: Splitting
the sample into actual and potential customers, it can be stated that UGB effectiveness is not
necessarily linked to prior brand usage. There are even indications that the UGB impact is
stronger with potential customers. Splitting the sample according to the activity level, UGB
effectiveness is found widely independent from active UGB programme participation. The
overall impact among participants who write blogs, upload videos, etc. is not measured
clearly stronger than among users who passively attend the programme. Given the fact that
the overall findings are reconfirmed by all three study objects, it can be concluded that sponsored UGB programmes have impact irrespective of the individual UGB application type and
industry.
Examining further effects which might overshadow UGB effectiveness, the perceived brand
fit is verified as a moderator. That is, the impact of UGB attitude on consumer-brand relationship is stronger if the fit perception between the UGB programme and the brand is high. No
interaction effect, however, was found regarding attitude toward stimulated user generated
content, Web2.0 experience and innovativeness (see Table 3).
5.2
Managerial implications
The key learning derived from this study for brand management practice is that stimulating
user generated content within corporate programmes proves to be an effective brand communication tool. Since UGB impact is measured irrespective of active UGB programme participation, positive brand image effects may be achieved by solely announcing the UGB programme idea. Hence, sponsored UGB programmes should be promoted as symbols of open
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brand communication highlighting the brand transparency principle rather than the high tech
setting. If the 'open door' idea beyond the Web2.0 environment is stressed, sponsored UGB
programmes may have mass and 'offline' appeal, too. For instance, mass approval of a corporate blog could be reached by positioning it primarily as a forum to talk to the makers; a brand
community could be primarily understood as a market place for peer-to-peer storytelling.
Given the comparable effect size of UGB and classic advertising, sponsored UGB programmes may be considered as new equal value instruments in the brand communication mix.
UGB is thereby not only an effective but also efficient tool. Since cost of setting up a UGB
programme website (e.g. for a video challenge) is apparently lower than running a TV prime
time advertising campaign, saving potentials could be leveraged if branded companies lowered the share of traditional mass media marketing spend in favour of UGB programmes. A
further advantage of sponsored UGB over classic brand communication tools is the traceability of consumer contact. Given the participatory nature of UGB programmes, immediate
quantitative feedback regarding programme reach (i.e. via page visits, registrations) and qualitative feedback in terms of brand message understanding (i.e. via comments, rankings, uploads) is provided.
However, UGB participation and awareness rates were observed to be still low, in particular,
if a brand’s UGB programme was not announced via mass media. That is, sponsored UGB
programmes depend to some extent on traditional mass media campaigns to get reach. Besides, UGB programmes cannot replace existing instruments. For long-term brand building,
for instance, TV commercials with recurring icons and claims are regarded more powerful.
6. Discussion
This paper represents a first comprehensive study fully dedicated to the emerging phenomenon of user generated branding. Value is added to the existing body of knowledge through the
systematic academic research approach resulting in a sound definition and differentiation of
UGB. Furthermore, the developed and verified UGB model is considered an essential contribution to branding discussion from both a methodology and outcome point of view. In particular, the comprehensiveness of the empiric study is to be stressed, comprising three real life
study objects representing different UGB applications, tactics and industries.
However, the selected research design also bears risks. First, this study is primarily based on
non-probability sampling holding a self-selection error. Second, a non-experimental crosssectional design is applied, preventing the measurement of programme impact in the sense of
change in attitude over time. Third, the chosen design is not suitable to quantify the effect of
extraneous variables via control groups. Besides, the unexpectedly low awareness and participation rate of the examined UGB programmes is to be noted. Thus, not only truly experienced
changes were considered for the measuring of attitudinal and behavioural UGB effects but
also expected or intended changes. With respect to statistical analysis, the known limitations
of causal models and PLS path modelling need to be kept in mind.
Despite the named restrictions, the applied research design and statistical methods are regarded appropriate and efficient with regard to the exploratory nature of this pioneer study.
7. Outlook
Given the early stage of UGB development, there is sufficient room for future research. On
the one hand, the pursued direction of this initial UGB study may be followed up, testing further UGB applications and other categories. In particular, it should be investigated whether
sponsored UGB only suits volume brands or if it is also applicable to premium brands. Be-
6
sides, other traditional brand communication instruments (e.g. print advertising, sponsoring
programmes, CRM measures) could be integrated in order to size the effect of sponsored
UGB programmes. Furthermore, an analysis of UGB impact on other pre-economic values
such as brand image would be of interest. As discussed, longitudinal or before-and-after study
designs as well as experimental set-ups should be considered.
On the other hand, researchers may address themselves to other UGB facets. While this paper
focuses on impact on consumers, studies are needed to validate UGB effectiveness regarding
the internal target group and within the B2B context. Apart from the effect side, research
should also be conducted on the cause side. Future studies could work on identifying success
factors for UGB programme quality as well as motivational drivers for UGB programme participation. Special attention should be paid to peer-to-peer interactions (P2P). Studies should
explore to what extent P2P affected the liking of sponsored UGB programmes as well as the
quality of user generated content generated within the programme.
This study is dedicated to sponsored UGB—the huge field of non-sponsored UGB occurring
without the interference of the branded company is still widely untapped. On the one hand,
existing social media monitoring approaches could be related to the strategic and operative
brand management process, showing how to benefit from those grassroots messages. On the
other hand, virally distributed anti-brand content deserves closer attention. Studies should aim
at developing an 'alarm system' telling branded companies at what stage and by which means
they should react to off-brand messages.
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Figures and tables
Brand identity
(management concept)
Brand image
(market response concept)
Brand promise
Brand expectations
Brand‐consumer
relationship
Brand
behaviour
Brand
experience
Brand related UGC as brand touch point
Perception of internal target groups
Perception of external target groups
Figure 1: Identity-based brand management approach as the theoretical framework
Source: Adapted from Meffert et al., 2008: 359.
User generated branding
(UGB)
Non-sponsored UGB
Sponsored UGB
Manages
Subject
Author
Drivers
Brand
relationship
Feedback
Control
Primary goals
Manages
Natural
brand related UGC
Stimulated
brand related UGC
Activist
(vigilante)
Participant
(opportunistic)
Pro-active
(self-empowerment)
Prompted
(campaign)
Unremunerated
(symbolic capital only)
Incentivised
(prizes, fame, and notice)
Emotional
(justice)
Emotional but rather opportunistic
(acknowledgement)
Both positive and negative
(customer experience)
Mostly positive
(campaign)
Uncontrolled
(self-organization)
Canalised
(instruction, selection)
Commercialisation (crowd sourcing)
Customer retention
Applied market research (soliciting)
Applied market research
(monitoring)
Figure 2: Differentiation of non-sponsored and sponsored user generated branding
Source: Adapted from Burmann and Arnhold, 2008: 158.
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Object
UGC based car brand
community
Channels
Bond
Neutral
Online
Sozioland
Sozioland
Sozioland
N=652
N=633
N=610
Bremen University
Bremen University
N=264
N=302
FRoSTA blog site
Beck's challenge site
FRoSTA Bistro & supermarket
Online panel
University web site
UGB programme site
Content analysis
N=348
Offline
Point of sale
Positive
# of completed
questionnaires
Beck's pub
TV ad post test
N=107
N=100
N=261
N=1,023
N=1,035
N=2,668
N=1,219
N=610
N=3,277
Figure 3: Research design
Source: Own illustration.
S
O
R
Assumed cause
Moderators
Assumed effect
Brand fit
0.21 *** 0.08
0.27 *** 0.11
0.23
Attitude
toward the UGB
programme
0.30 *** 0.11
0.41 ***
Consumer-brand
relationship
0.05
0.11
Attitude
toward the
ad
R²=0.49
0.68 *** 0.77
0.16 ***
R²=0.27
0.32 ***
Attitudinal
effects
Behavioural
effects
R²=0.69
0.07 ***
0.01
0.02
0.06
γ
***
R²
Figure 4: Validated research model
Source: Own illustration.
9
path coefficient
significance
coefficient of determination
effect size
(γ>0.10)
(p<0.001)
(R²>0.19)
(f²>0.02)
Item
Latent variable
Source
Attitude toward the ad (Ad) (Q: How do you like the (brand's) TV spot?)
Ad_1
The TV spot is interesting to me.
Lee and Mason 1999
Ad_2
The topic of the TV spot is appealing to me.
Lee and Mason 1999
Ad_3
The TV spot is attractive to me.
Lee and Mason 1999
I think the TV spot is poorly done/in need of im- Lee and Mason 1999
Ad_4r
provement.
Ad_5r
I dislike the TV spot.
Lee and Mason 1999
Attitude toward the UGB programme (UGB) (Q: How do you like (the UGB programme)?)
UGB_1
(The UGB programme) is interesting to me.
Lee and Mason 1999
The topic of (the UGB programme) is appealing to Lee and Mason 1999
UGB_2
me.
UGB_3
(The UGB programme) is attractive to me.
Lee and Mason 1999
UGB_4
I can easily identify with (the UGB programme).
Stichnoth 2008
UGB_5
(The UGB programme) has a good reputation.
Lynch et al. 2001
(The UGB programme) will keep its promises and Lynch et al. 2001
UGB_6
commitments.
I think (the UGB programme) is poorly done/in Lee and Mason 1999
UGB_7r
need of improvement.
UGB_8r I dislike (the UGB programme).
Lee and Mason 1999
Consumer-brand relationship (Q: How would you describe your relationship to (the brand)?)
CBR_1
(The brand) shows an interest in my well-being.
Fournier 1994; Wenske 2008
CBR_2
I am "loving" (the brand).
Fournier 1994; Wenske 2008
I have fond memories that involve using (the Fournier 1994; Wenske 2008
CBR_3
brand).
CBR_4
I do not want to do without (the brand) in my life.
Fournier 1994; Wenske 2008
CBR_5
I am a loyal customer of (the brand).
Fournier 1994; Wenske 2008
(The brand's) image and my self image are similar Fournier 1994; Wenske 2008
CBR_6
in a lot of ways.
I am totally familiar with (the brand's) characteris- Fournier 1994; Wenske 2008
CBR_7
tics.
Overall, my relationship to (the brand) is of high Wenske 2008
CBR_8
quality.
Attitudinal effects (Q: Has (the UGB programme/the ad) exerted any influence on your relationship
to (the brand)?)
(The UGB programme/the ad) has made me
Stichnoth 2008
Att_1
…look upon (the brand) more favorably than before.
Att_2
…consider the brand to be more reliable.
Stichnoth 2008
…build a relationship (to the brand) more easily.
Chen and Wells 1999;
Att_3
Stichnoth 2008
Behavioural effects (Q: Has (the UGB programme/the ad) exerted any influence on your relationship to (the brand)?
(The UGB programme/the ad) has made me
Fournier 1994; Stichnoth 2008
Beh_1
…talk about (the brand) with family and friends
more often than before.
Beh_2
…(re-)purchase a product of (the brand).
Fournier 1994; Stichnoth 2008
Beh_3
…buy other products of the brand as usual.
Fournier 1994; Stichnoth 2008
UGB-brand fit (Q: How do you evaluate the fit between (the UGB programme) and (the brand)?)
(The UGB programme) fits
Aaker 1997; Nitschke 2006
…to the typical (brand) customers as I picture
Fit_1
them.
Fit_2
…to (the product category).
Gwinner 1997; Nitschke 2006
…to (the brand) overall.
Martin and Stewart 2001
Fit_3
Table 1: Operationalisation of the key latent variables
Source: Own illustration.
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Sample characteristics
Share of total sample
Gender
Male
48.5%
Female
51.5%
Age
Less than 18 years
0.3%
18 – 26 years
21.5%
27 – 40 years
46.2%
More than 40 years
32.0%
Education (Q: What is the highest educational degree you hold or are currently studying for?)
9th grade
5.9%
10th grade
25.1%
A-levels
29.2%
College
39.8%
Brand awareness (Q: How familiar are you with this brand?)
None
0.1%
Rarely
7.3%
Partly
22.8%
Mostly
39.4%
Fully
30.4%
Brand usage (Q: How often do you use this brand?)
None
21.8%
Weak
40.8%
Heavy
37.4%
Ad awareness prior to survey (Q: Do you know this TV spot?)
Unaware
66.8%
Aware
33.2%
UGB awareness prior to survey (Q: Do you know this UGB programme?)
Unaware
84.7%
Aware
15.3%
Table 2: Sample description
Source: Own illustration.
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UGB effectiveness
H1
Attitude toward the sponsored UGB programme has a substantive direct positive influence on the consumer-brand relationship.
H2
Attitude toward the sponsored UGB programme has a substantive direct positive influence on attitudinal effects toward the brand.
H2a
H3
Attitudinal effects are, however, mediated by the consumer-brand relationship.
Attitude toward the sponsored UGB programme has a substantive positive direct influence on behavioral effects toward the brand.
H3a
x
Behavioral effects are, however, mediated by the consumer-brand relationship
and attitudinal effects.
UGB effectiveness compared to advertising
H4
Attitude toward the sponsored UGB programme exerts a stronger substantive direct
positive influence on the consumer-brand relationship than attitude toward the ad.
H5
Attitude toward the sponsored UGB programme exerts a stronger substantive direct
positive influence on attitudinal effects than attitude toward the ad.
H6
Attitude toward the sponsored UGB programme exerts a weaker substantive direct positive influence on behavioral effects than attitude toward the ad.
x
x
Multi group comparison
H7
UGB effectiveness is greater with active UGB participants than passive participants.
x
H8
UGB effectiveness is greater with actual customers than potential customers.
x
Moderators of UGB effectiveness
Program related factors
H9
H10
The impact of the attitude toward the sponsored UGB programme on the consumerbrand relationship is the stronger...
...the better the perceived fit between the UGB programme and the brand.
…the stronger the attitude toward stimulated UGC within the UGB programme.
x
User related factors
H11
H12
Note:
The impact of the attitude toward the sponsored UGB programme on the consumerbrand relationship is the stronger…
…the higher the user's Web2.0 experience.
…the higher the user's innovativeness.
— hypothesis confirmed; x — hypothesis not confirmed
Table 3: Validation of research hypotheses
Source: Own illustration
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x
x
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