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Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages
Paperback
Series: Innovatives Markenmanagement
ISBN13: 9783658124380
Publisher: Springer Gabler
Published: Jan 29 2016
Pages: 239
Weight: 0.76
Height: 0.59 Width: 5.83 Depth: 8.27
Language: English
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.
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