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Brand Page Attachment

By Barbara Kleine-Kalmer

Brand Page Attachment Law

Brand Page Attachment

0 - Default Title
Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
260
Release Date:
2016-01-29
Publication Date:
2016-01-29
Publisher:
Springer Fachmedien Wiesbaden
Languages:
Original: English
ISBN10:
3658124385
ISBN13:
9783658124380
GPSR Manufacturer Reference:
[email protected]
Weight:
341 g
Height:
148 cm
Width:
210 cm
Thickness:
15 cm
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