Overview
- Publication in the field of economic science
- Includes supplementary material: sn.pub/extras
Part of the book series: Innovatives Markenmanagement (INMA)
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Table of contents (4 chapters)
Keywords
About this book
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.
Authors and Affiliations
About 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.
Bibliographic Information
Book Title: Brand Page Attachment
Book Subtitle: An Empirical Study on Facebook Users’ Attachment to Brand Pages
Authors: Barbara Kleine-Kalmer
Series Title: Innovatives Markenmanagement
DOI: https://doi.org/10.1007/978-3-658-12439-7
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-12438-0Published: 29 January 2016
eBook ISBN: 978-3-658-12439-7Published: 22 January 2016
Series ISSN: 2627-1109
Series E-ISSN: 2627-1117
Edition Number: 1
Number of Pages: XVII, 239
Number of Illustrations: 40 b/w illustrations
Topics: Marketing