Barbara Kleine-Kalmer

Brand Page Attachment

An Empirical Study on Facebook Users¿ Attachment to Brand Pages

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Innovatives Markenmanagement
• Verlag: Springer Fachmedien Wiesbaden / Springer Gabler / Springer, Berlin
• Artikelnr. des Verlages: 978-3-658-12438-0
• 1st ed. 2016
• Seitenzahl: 260
• Erscheinungstermin: 29. Januar 2016
• Englisch
• Abmessung: 210mm x 148mm x 15mm
• Gewicht: 339g
• ISBN-13: 9783658124380
• ISBN-10: 3658124385
• Artikelnr.: 44168962

Autorenporträt

Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.

Inhaltsangabe

Relevance of Social Networks for Brand Management.- Attachment as Central Construct for the Measurement of Consumers' Connections to Brand Pages in Social Networks.- Empirical Analysis and Validation of Consequences of Brand Page Attachment.- Identification of Antecedents of Brand Page Attachment.