Brand Page Attachment: An Empirical Study on Facebook Users’ Attachment to Brand Pages: Innovatives Markenmanagement
Autor Barbara Kleine-Kalmeren Limba Engleză Paperback – 29 ian 2016
Din seria Innovatives Markenmanagement
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Specificații
ISBN-13: 9783658124380
ISBN-10: 3658124385
Pagini: 239
Ilustrații: XVII, 239 p. 40 illus.
Dimensiuni: 148 x 210 x 15 mm
Greutate: 0.35 kg
Ediția:1st ed. 2016
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Innovatives Markenmanagement
Locul publicării:Wiesbaden, Germany
ISBN-10: 3658124385
Pagini: 239
Ilustrații: XVII, 239 p. 40 illus.
Dimensiuni: 148 x 210 x 15 mm
Greutate: 0.35 kg
Ediția:1st ed. 2016
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Innovatives Markenmanagement
Locul publicării:Wiesbaden, Germany
Public țintă
ResearchCuprins
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.
Notă biografică
Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at theUniversity of Bremen.
Textul de pe ultima copertă
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.
Contents
Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at theUniversity of Bremen.
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
- Researchers and students in the fields of marketing, communication anddigital marketing
- Practitioners in these areas
Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at theUniversity of Bremen.
Caracteristici
Publication in the field of economic science Includes supplementary material: sn.pub/extras