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...

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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.
Physical Description: XVII, 239 pages 40 illustrations : online resource.
Edition: 1st ed. 2016.
Series: Innovatives Markenmanagement.
Subjects:

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