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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.
- Undertitel
- An Empirical Study on Facebook Users’ Attachment to Brand Pages
- Författare
- Barbara Kleine-Kalmer
- Upplaga
- 1st ed. 2016
- ISBN
- 9783658124380
- Språk
- Engelska
- Vikt
- 310 gram
- Utgivningsdatum
- 2016-01-29
- Förlag
- Springer
- Sidor
- 239
