Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages - Innovatives Markenmanagement - Barbara Kleine-Kalmer - Books - Springer - 9783658124380 - January 29, 2016
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Barbara Kleine-Kalmer
Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages - Innovatives Markenmanagement 1st ed. 2016 edition

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Barbara Kleine-Kalmeranalyses the impact of branding in social networks and introduces theconstruct of brand page attachment. On the basis of a comprehensive quantitativestudy she validates the construct as relevant for user behavior andinvestigates which instruments and antecedents influence brand page attachment.

239 pages, 40 black & white illustrations, 38 black & white tables, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released January 29, 2016
ISBN13 9783658124380
Publishers Springer
Pages 239
Dimensions 148 × 210 × 15 mm   ·   344 g
Language German  

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