Brand Page Attachment An Empirical Study on Facebook Users’ Attachment to Brand Pages
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.
Keywords
Business & EconomicsMarketingSales & SellingAdvertising & Promotion
2016Book
Author(s)Barbara Kleine-Kalmer
PublisherSpringer Fachmedien Wiesbaden
ISBN9783658124380
LanguageEnglish
