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

• Κύριος συγγραφέας: Kleine-Kalmer, Barbara (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Έκδοση: 1st ed. 2016.
• Σειρά: Innovatives Markenmanagement
• Θέματα: Business.; Marketing.; Business and Management.

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...