TY  - GEN
N2  - 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.
DO  - 10.1007/978-3-658-12439-7
DO  - doi
AB  - 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.
T1  - Brand Page Attachment :An Empirical Study on Facebook Users' Attachment to Brand Pages /
AU  - Kleine-Kalmer, Barbara.,
ET  - 1st ed. 2016.
JF  - Springer eBooks
CN  - HF5410-5417.5
ID  - 1390111
KW  - Business.
KW  - Marketing.
KW  - Affaires.
KW  - Marketing.
SN  - 9783658124397
SN  - 3658124393
SN  - 9783658124380
SN  - 3658124385
TI  - Brand Page Attachment :An Empirical Study on Facebook Users' Attachment to Brand Pages /
LK  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-12439-7
UR  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-12439-7
ER  -