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Brand page attachment = an empirical study on Facebook users' attachment to brand pages /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Brand page attachment/ by Barbara Kleine-Kalmer.
其他題名:	an empirical study on Facebook users' attachment to brand pages /
作者:	Kleine-Kalmer, Barbara.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2016.,
面頁冊數:	xvii, 239 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
標題:	Product management. -
電子資源:	http://dx.doi.org/10.1007/978-3-658-12439-7
ISBN:	9783658124397

Brand page attachment = an empirical study on Facebook users' attachment to brand pages /
Kleine-Kalmer, Barbara.

Brand page attachmentan empirical study on Facebook users' attachment to brand pages /[electronic resource] :by Barbara Kleine-Kalmer. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xvii, 239 p. :ill., digital ;24 cm. - Innovatives markenmanagement ;band 55. - Innovatives markenmanagement ;Band 47..

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.

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. Contents 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 Target Groups Researchers and students in the fields of marketing, communication and digital marketing Practitioners in these areas The Author Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.

ISBN: 9783658124397

Standard No.: 10.1007/978-3-658-12439-7doiSubjects--Topical Terms:

560736
Product management.

LC Class. No.: HF5415.15

Dewey Class. No.: 658.5

Brand page attachment = an empirical study on Facebook users' attachment to brand pages /
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