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

Brand Page Attachment An Empirical Study on Facebook Users’ Attachment to Brand Pages / by Barbara Kleine-Kalmer.

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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Bibliographic Details
Main Author: Kleine-Kalmer, Barbara (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
Edition:1st ed. 2016.
Series:Innovatives Markenmanagement,
Springer eBook Collection.
Subjects:
Marketing.
Electronic resources (E-books)
Online Access:Click to view e-book
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Call Number: E-Book
Status: Available

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