Brand Page Attachment / Innovatives Markenmanagement (PDF)
analyses the impact of branding in social networks and introduces the
construct of brand page attachment. On the basis of a comprehensive quantitative
study she validates the construct as relevant for user behavior and
investigates...
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Barbara Kleine-Kalmer
analyses the impact of branding in social networks and introduces the
construct of brand page attachment. On the basis of a comprehensive quantitative
study she validates the construct as relevant for user behavior and
investigates which instruments and antecedents influence brand page attachment.
Through these conceptually and empirically profound analyses, the author
detects interesting implications for the management of brands in the context of
social media.
Contents
- 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
Target Groups
- Researchers and students in the fields of marketing, communication and
digital marketing - Practitioners in these areas
The
Author
Dr. Barbara Kleine-Kalmer received her PhD
at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the
University of Bremen.
at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the
University of Bremen.
- Autor: Barbara Kleine-Kalmer
- 2016, 1st ed. 2016, 239 Seiten, Englisch
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3658124393
- ISBN-13: 9783658124397
- Erscheinungsdatum: 22.01.2016
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 3.85 MB
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