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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...

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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
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.