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...
| Main Author: | |
|---|---|
| Corporate Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
|
| Edition: | 1st ed. 2016. |
| Series: | Innovatives Markenmanagement
|
| Subjects: | |
| Online Access: | Full Text via HEAL-Link |
