Brand page attachment: an empirical study on facebook users' attachment to brand pages
Kleine-Kalmer, BarbaraUnknown
Springer (New York, 2015) (eng) English9783658124380UnknownUnknownMARKETING; UnknownBarbara 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.
Physical dimension
xvii, 239 p.21 cm.ill.
Summary / review / table of contents
A Relevance of social networks for brand management
Kleine-Kalmer, Barbara
Seiten 1-42
B Theoretical foundations
Kleine-Kalmer, Barbara
Seiten 43-122
C Empirical validation of antecedents and consequences of brand page attachment
Kleine-Kalmer, Barbara
Seiten 123-192
D Conclusion, reflection and outlook
Kleine-Kalmer, Barbara
Seiten 193-206