@article{1390111,
      author = {Kleine-Kalmer, Barbara.,},
      url = {http://library.usi.edu/record/1390111},
      title = {Brand Page Attachment : An Empirical Study on Facebook  Users' Attachment to Brand Pages /},
      abstract = {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.},
      doi = {https://doi.org/10.1007/978-3-658-12439-7},
      recid = {1390111},
      pages = {1 online resource (xvii, 239 pages) :},
}