rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Brand Page Attachment
    sub title: An Empirical Study on Facebook Users’ Attachment to Brand Pages
  name:
    name part: Kleine-Kalmer, Barbara.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2016
    edition: 1st ed. 2016.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XVII, 239 p. 40 illus. online resource.
  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. Contents 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 Target Groups Researchers and students in the fields of marketing, communication and digital marketing Practitioners in these areas The Author Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.
  table of contents: 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.
  note: by Barbara Kleine-Kalmer.
  subject:
    topic: Business
  subject:
    topic: Marketing
  subject:
    topic: Business and Management
  subject:
    topic: Marketing
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: Innovatives Markenmanagement
  identifier: 9783658124397
  identifier: http://dx.doi.org/10.1007/978-3-658-12439-7
  record info:
    record creation date: 160122
    record change date: 20160124021438.0
    record identifier: 978-3-658-12439-7