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

• Main Author: Kleine-Kalmer, Barbara (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Edition: 1st ed. 2016.
• Series: Innovatives Markenmanagement
• Subjects: 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...

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.