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Book synopsis

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.§

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Brand Page Attachment
• Subtitle: An Empirical Study on Facebook Users' Attachment to Brand Pages
• Author: Barbara Kleine-Kalmer
• Language: English
• Binding: Paperback
• Number of pages: 239
• EAN: 9783658124380
• ISBN: 3658124385
• ID: 02862857
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 3401 g
• Dimensions: 210 × 148 × 15 mm
• Date of publishing: 23. January 2016

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