Tallenna
Brand Page Attachment
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.
- Alaotsikko
- An Empirical Study on Facebook Users’ Attachment to Brand Pages
- Kirjailija
- Barbara Kleine-Kalmer
- Painos
- 1st ed. 2016
- ISBN
- 9783658124380
- Kieli
- englanti
- Paino
- 310 grammaa
- Julkaisupäivä
- 29.1.2016
- Kustantaja
- Springer
- Sivumäärä
- 239
