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...
Clasificación: | Libro Electrónico |
---|---|
Autor principal: | |
Autor Corporativo: | |
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 |
Tabla de Contenidos:
- 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.