Brand Page Attachment : An Empirical Study on Facebook Users' Attachment to Brand Pages / by Barbara Kleine-Kalmer.
2016
HF5410-5417.5
Linked e-resources
Linked Resource
Online Access
Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Details
Title
Brand Page Attachment : An Empirical Study on Facebook Users' Attachment to Brand Pages / by Barbara Kleine-Kalmer.
Edition
1st ed. 2016.
ISBN
9783658124397
3658124393
9783658124380
3658124385
3658124393
9783658124380
3658124385
Published
Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
Language
English
Description
1 online resource (xvii, 239 pages) : illustrations.
Other Standard Identifiers
10.1007/978-3-658-12439-7 doi
Call Number
HF5410-5417.5
Dewey Decimal Classification
658.8
Summary
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.
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Added Corporate Author
SpringerLink (Online service)
École nationale supérieure des beaux-arts (France)
École nationale supérieure des beaux-arts (France)
Series
Innovatives Markenmanagement
Available in Other Form
Print version: 9783658124380
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
All Resources
All Resources
Table of 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.
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.