Barbara Kleine-Kalmer – författare
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1 produkt
1 produkt
Brand Page Attachment
An Empirical Study on Facebook Users’ Attachment to Brand Pages
Häftad, Engelska, 2016
557 kr
Skickas inom 10-15 vardagar
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.