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: | Kleine-Kalmer, Barbara, |
|---|---|
| Other Authors: | SpringerLink (Online service), École nationale supérieure des beaux-arts (France) |
| Format: | Electronic |
| Language: | English |
| Published: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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| Physical Description: |
XVII, 239 pages 40 illustrations : online resource. |
| Edition: | 1st ed. 2016. |
| Series: |
Innovatives Markenmanagement.
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| Subjects: |
CMU Electronic Access
Electronic Resource Click Here| Location | Call Number: | Status |
|---|---|---|
| CMU Electronic Access | Available |