Brand Page Attachment: An Empirical Study On Facebook Users' Attachment To Brand Pages by Barbara Kleine-kalmerBrand Page Attachment: An Empirical Study On Facebook Users' Attachment To Brand Pages by Barbara Kleine-kalmer

Brand Page Attachment: An Empirical Study On Facebook Users' Attachment To Brand Pages

byBarbara Kleine-kalmer

Paperback | January 29, 2016

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Barbara Kleine-Kalmeranalyses the impact of branding in social networks and introduces theconstruct of brand page attachment. On the basis of a comprehensive quantitativestudy she validates the construct as relevant for user behavior andinvestigates which instruments and antecedents influence brand page attachment.Through these conceptually and empirically profound analyses, the authordetects interesting implications for the management of brands in the context ofsocial media.

Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.
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Title:Brand Page Attachment: An Empirical Study On Facebook Users' Attachment To Brand PagesFormat:PaperbackDimensions:239 pages, 21 × 14.8 × 0.17 inPublished:January 29, 2016Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3658124385

ISBN - 13:9783658124380

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Table of 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.