001390111 000__ 03233cam\a2200565Mi\4500
001390111 001__ 1390111
001390111 003__ OCoLC
001390111 005__ 20230306153052.0
001390111 008__ 160122s2016\\\\gw\\\\\\o\\\\\000\0\eng\d
001390111 019__ $$a1062300321
001390111 020__ $$a9783658124397
001390111 020__ $$a3658124393
001390111 020__ $$a9783658124380
001390111 020__ $$a3658124385
001390111 0247_ $$a10.1007/978-3-658-12439-7$$2doi
001390111 035__ $$aSP(OCoLC)1298724200
001390111 040__ $$aAU@$$beng$$cAU@$$dUKMGB$$dOCLCF$$dGW5XE$$dOCLCO
001390111 049__ $$aISEA
001390111 050_4 $$aHF5410-5417.5
001390111 08204 $$a658.8$$223
001390111 1001_ $$aKleine-Kalmer, Barbara.,$$eauthor.
001390111 24510 $$aBrand Page Attachment :$$bAn Empirical Study on Facebook Users' Attachment to Brand Pages /$$cby Barbara Kleine-Kalmer.
001390111 250__ $$a1st ed. 2016.
001390111 264_1 $$aWiesbaden :$$bSpringer Fachmedien Wiesbaden :$$bImprint: Springer Gabler,$$c2016.
001390111 300__ $$a1 online resource (xvii, 239 pages) :$$billustrations.
001390111 336__ $$atext$$btxt$$2rdacontent
001390111 337__ $$acomputer$$bc$$2rdamedia
001390111 338__ $$aonline resource$$bcr$$2rdacarrier
001390111 347__ $$atext file$$bPDF$$2rda
001390111 4901_ $$aInnovatives Markenmanagement
001390111 504__ $$aIncludes bibliographical references.
001390111 5050_ $$aRelevance 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.
001390111 506__ $$aAccess limited to authorized users.
001390111 520__ $$aBarbara 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.
001390111 650_0 $$aBusiness.
001390111 650_0 $$aMarketing.
001390111 650_6 $$aAffaires.
001390111 650_6 $$aMarketing.
001390111 655_0 $$aElectronic books
001390111 7102_ $$aSpringerLink (Online service)
001390111 7102_ $$aÉcole nationale supérieure des beaux-arts (France)
001390111 7730_ $$tSpringer eBooks
001390111 77608 $$iPrint version:$$z9783658124380
001390111 830_0 $$aInnovatives Markenmanagement
001390111 852__ $$bebk
001390111 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-12439-7$$zOnline Access$$91397441.1
001390111 909CO $$ooai:library.usi.edu:1390111$$pGLOBAL_SET
001390111 980__ $$aBIB
001390111 980__ $$aEBOOK
001390111 982__ $$aEbook
001390111 983__ $$aOnline
001390111 994__ $$a92$$bISE