Brand Page Attachment : An Empirical Study on Facebook Users? Attachment to Brand Pages
Language: English
Published by Springer Gabler, 2016
- Softcover
- New
Seller: GreatBookPrices, Columbia, MD, U.S.A.GreatBookPrices
AbeBooks seller since April 6, 2009
Condition: New
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- Title
- Brand Page Attachment : An Empirical Study on Facebook Users? Attachment to Brand Pages
- Author
- Kleine-kalmer, Barbara; Burmann, Christoph, Dr. (FRW)
- Publisher
- Springer Gabler
- Publication year
- 2016
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 3658124385
- ISBN 13
- 9783658124380
- Series
- Book 1 of 5: Innovatives Markenmanagement
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.
"Synopsis" may belong to another edition of this title.
About 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.
"About the title" may belong to another edition of this title.
GreatBookPrices
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