BÜCHER VERSANDKOSTENFREI INNERHALB DEUTSCHLANDS
eBook
Brand Page Attachment
An Empirical Study on Facebook Users' Attachment to Brand Pages
Springer Gabler
ISBN 978-3-658-12439-7
Standardpreis
Bibliografische Daten
eBook. PDF
2016
XVII, 239 p. 40 illus..
In englischer Sprache
Umfang: 239 S.
Verlag: Springer Gabler
ISBN: 978-3-658-12439-7
Weiterführende bibliografische Daten
Das Werk ist Teil der Reihe: Innovatives Markenmanagement
Produktbeschreibung
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.
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