.... Design/methodology/approach The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis. Findings The results indicate that both user-generated content...

... Publishing Limited Licensed re-use rights only Social media Sentiment analysis Nostalgia Leximancer YouTube User generated content Automated text analysis Field experiments Quasi-experiments Retro brands Social media has ushered in an era where consumers’ thoughts, feelings...

... in these processes, particularly brand community members, exploit brand transformation for their own benefit. Brand communities Value capture User generated content Brand co-creation Nutella Use value Exchange value Brands play a major role in the society (Kornberger, 2010), and the society, in turn...

... at: katja.hutter@uibk.ac.at © Emerald Group Publishing Limited 2013 An executive summary for managers and executive readers can be found at the end of this article. Social media Branding User generated content Brand awareness (BA). Two of the main purposes in branding...