Cargando…

Brand Page Attachment An Empirical Study on Facebook Users' Attachment to Brand Pages /

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 br...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kleine-Kalmer, Barbara (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
Edición:1st ed. 2016.
Colección:Innovatives Markenmanagement,
Temas:
Acceso en línea:Texto Completo

MARC

LEADER 00000nam a22000005i 4500
001 978-3-658-12439-7
003 DE-He213
005 20220119170813.0
007 cr nn 008mamaa
008 160122s2016 gw | s |||| 0|eng d
020 |a 9783658124397  |9 978-3-658-12439-7 
024 7 |a 10.1007/978-3-658-12439-7  |2 doi 
050 4 |a HF5410-5417.5 
072 7 |a KJS  |2 bicssc 
072 7 |a BUS043000  |2 bisacsh 
072 7 |a KJS  |2 thema 
082 0 4 |a 658.8  |2 23 
100 1 |a Kleine-Kalmer, Barbara.  |e author.  |4 aut  |4 http://id.loc.gov/vocabulary/relators/aut 
245 1 0 |a Brand Page Attachment  |h [electronic resource] :  |b An Empirical Study on Facebook Users' Attachment to Brand Pages /  |c by Barbara Kleine-Kalmer. 
250 |a 1st ed. 2016. 
264 1 |a Wiesbaden :  |b Springer Fachmedien Wiesbaden :  |b Imprint: Springer Gabler,  |c 2016. 
300 |a XVII, 239 p. 40 illus.  |b online resource. 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
347 |a text file  |b PDF  |2 rda 
490 1 |a Innovatives Markenmanagement,  |x 2627-1117 
505 0 |a 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. 
520 |a 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. Contents 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 Target Groups Researchers and students in the fields of marketing, communication and digital marketing Practitioners in these areas The Author Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen. 
650 0 |a Marketing. 
650 1 4 |a Marketing. 
710 2 |a SpringerLink (Online service) 
773 0 |t Springer Nature eBook 
776 0 8 |i Printed edition:  |z 9783658124380 
776 0 8 |i Printed edition:  |z 9783658124403 
830 0 |a Innovatives Markenmanagement,  |x 2627-1117 
856 4 0 |u https://doi.uam.elogim.com/10.1007/978-3-658-12439-7  |z Texto Completo 
912 |a ZDB-2-BUM 
912 |a ZDB-2-SXBM 
950 |a Business and Management (SpringerNature-41169) 
950 |a Business and Management (R0) (SpringerNature-43719)