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Brand Page Attachment by Barbara Kleine-Kalmer
Brand Page Attachment by Barbara Kleine-Kalmer
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Brand Page Attachment

An Empirical Study on Facebook Users’ Attachment to Brand Pages
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Description

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.

Author Biography:

Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.
Release date NZ
January 29th, 2016
Audience
  • Professional & Vocational
Edition
1st ed. 2016
Illustrations
40 Illustrations, black and white; XVII, 239 p. 40 illus.
Pages
239
Dimensions
148x210x15
ISBN-13
9783658124380
Product ID
24411184

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