Innovatives Markenmanagement: An Empirical Study on Facebook Users’ Attachment to Brand Pages

Kleine-Kalmer, Barbara

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.

Details

Published by: Springer Gabler

Publication Date: 2016-01-29

Format: Paperback

ISBN-13: 9783658124380

DOI: 10.1007/978-3-658-12439-7

Dimensions: 210cm x148cm

Pages: 239