Brand Page Attachment
An Empirical Study on Facebook Users' Attachment to Brand Pages
(Sprache: Englisch)
Barbara Kleine-Kalmeranalyses the impact of branding in social networks and introduces theconstruct of brand page attachment. On the basis of a comprehensive quantitativestudy she validates the construct as relevant for user behavior andinvestigates...
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Klappentext zu „Brand Page Attachment “
Barbara Kleine-Kalmeranalyses the impact of branding in social networks and introduces theconstruct of brand page attachment. On the basis of a comprehensive quantitativestudy she validates the construct as relevant for user behavior andinvestigates which instruments and antecedents influence brand page attachment.Through these conceptually and empirically profound analyses, the authordetects interesting implications for the management of brands in the context ofsocial media.
Inhaltsverzeichnis zu „Brand Page Attachment “
Relevance of Social Networks for Brand Management.- Attachment as Central Construct for the Measurement of Consumers' Connections to Brand Pages in Social Networks.- Empirical Analysis and Validation of Consequences of Brand Page Attachment.- Identification of Antecedents of Brand Page Attachment.
Autoren-Porträt von Barbara Kleine-Kalmer
Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at theUniversity of Bremen.
Bibliographische Angaben
- Autor: Barbara Kleine-Kalmer
- 2016, 1st ed. 2016, XVII, 239 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 3658124385
- ISBN-13: 9783658124380
- Erscheinungsdatum: 29.01.2016
Sprache:
Englisch
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