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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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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| Edición: | 1st ed. 2016. |
| Colección: | Innovatives Markenmanagement,
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| 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.