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

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

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 br...

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Detalles Bibliográficos
Autor principal: Kleine-Kalmer, Barbara (-)
Autor Corporativo: SpringerLink (-)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler 2016.
Edición:1st ed. 2016.
Colección:Innovatives Markenmanagement.
Springer eBooks.
Acceso en línea:Conectar con la versión electrónica
Ver en Universidad de Navarra:https://innopac.unav.es/record=b36134156*spi
Tabla de Contenidos:
  • Relevance of Social Networks for Brand Management
  • Attachment as Central Construct for the Measurement of Consumers’ Connections to Brand Pages in Social Networks
  • Empirical Analysis and Validation of Consequences of Brand Page Attachment
  • Identification of Antecedents of Brand Page Attachment.

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