Brand page attachment : an empirical study on facebook users' attachment to brand pages

Author

• Kleine-Kalmer, Barbara

Additional Author(s)

-

Publisher

New York: Springer, 2015

Language

English

ISBN

9783658124380

Series

Subject(s)

• COMMUNICATION
• PRODUCT MANAGEMENT
• MARKETING

Notes

. Bibliography: p. 211-239.

Abstract

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.

Physical Dimension

Number of Page(s)

xvii, 239 p.

Dimension

21 cm.

Other Desc.

ill.

Summary / Review / Table of Content

A Relevance of social networks for brand management
Kleine-Kalmer, Barbara
Seiten 1-42

B Theoretical foundations
Kleine-Kalmer, Barbara
Seiten 43-122

C Empirical validation of antecedents and consequences of brand page attachment
Kleine-Kalmer, Barbara
Seiten 123-192

D Conclusion, reflection and outlook
Kleine-Kalmer, Barbara
Seiten 193-206

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00613/18	658.827 Kle B	Library - 7th Floor	Available