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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.
- Undertittel
- An Empirical Study on Facebook Users’ Attachment to Brand Pages
- Forfatter
- Barbara Kleine-Kalmer
- Opplag
- 1st ed. 2016
- ISBN
- 9783658124380
- Språk
- Engelsk
- Vekt
- 310 gram
- Utgivelsesdato
- 29.1.2016
- Forlag
- Springer
- Antall sider
- 239
