Brand Page Attachment

An Empirical Study on Facebook Users’ Attachment to Brand Pages

AvBarbara Kleine-Kalmer

Häftad, Engelska, 2016

Del i serien Innovatives Markenmanagement

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Beskrivning

Barbara Kleine-Kalmeranalyses the impact of branding in social networks and introduces theconstruct of brand page attachment. On the basis of a comprehensive quantitativestudy she validates the construct as relevant for user behavior andinvestigates which instruments and antecedents influence brand page attachment.Through these conceptually and empirically profound analyses, the authordetects interesting implications for the management of brands in the context ofsocial media.

Produktinformation

Utgivningsdatum:2016-01-29
Mått:148 x 210 x 15 mm
Vikt:341 g
Format:Häftad
Språk:Engelska
Serie:Innovatives Markenmanagement
Antal sidor:239
Upplaga:16001
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658124380

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at theUniversity of Bremen.

Innehållsförteckning

Relevanceof Social Networks for Brand Management.- Attachment asCentral Construct for the Measurement of Consumers’ Connections to Brand Pagesin Social Networks.- Empirical Analysisand Validation of Consequences of Brand Page Attachment.- Identification ofAntecedents of Brand Page Attachment.