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...
Κύριος συγγραφέας: | Kleine-Kalmer, Barbara (Συγγραφέας) |
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Συγγραφή απο Οργανισμό/Αρχή: | SpringerLink (Online service) |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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Έκδοση: | 1st ed. 2016. |
Σειρά: | Innovatives Markenmanagement
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Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
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