| Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages 2016 Edition Contributor(s): Kleine-Kalmer, Barbara (Author) |
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ISBN: 3658124385 ISBN-13: 9783658124380 Publisher: Springer Gabler OUR PRICE: $52.24 Product Type: Paperback Published: January 2016 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| Series: Innovatives Markenmanagement |
| Physical Information: 0.59" H x 5.83" W x 8.27" (0.76 lbs) 239 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |