Brand Page Attachment An Empirical Study on Facebook Users’ Attachment to Brand Pages /
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 br...
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| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2016.
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| Edition: | 1st ed. 2016. |
| Series: | Innovatives Markenmanagement,
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| Online Access: | https://doi.org/10.1007/978-3-658-12439-7 |