Brand Page Attachment

An Empirical Study on Facebook Users' Attachment to Brand Pages
1. Auflage 2016
ISBN: 978-3-658-12438-0
Verlag: Springer

Buch, Englisch, 239 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 3401 g

Reihe: Innovatives Markenmanagement

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.

Zielgruppe

Research

Autoren/Hrsg.

Kleine-Kalmer, Barbara

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Relevance of Social Networks for Brand Management.- Attachment as Central Construct for the Measurement of Consumers’ Connections to Brand Pages in Social Networks.- Empirical Analysis and Validation of Consequences of Brand Page Attachment.- Identification of Antecedents of Brand Page Attachment.

Über Autor(innen)

Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.