Brand Page Attachment [electronic resource] : An Empirical Study on Facebook Users' Attachment to Brand Pages / by Barbara Kleine-Kalmer.

Unlimited

Authorized users

Can lend chapters, not whole ebooks

Brand Page Attachment [electronic resource] : An Empirical Study on Facebook Users' Attachment to Brand Pages / by Barbara Kleine-Kalmer.

First edition 2016.

9783658124397
3658124393
9783658124380
3658124385

Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.

English

1 online resource (xvii, 239 pages) : illustrations.

10.1007/978-3-658-12439-7 doi

HF5410-5417.5

658.8

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.

Includes bibliographical references.

Access limited to authorized users.

text file PDF

Innovatives Markenmanagement.

Print version: 9783658124380

Online Resources > Ebooks
All Resources