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Brand Page Attachment de Barbara Kleine-Kalmer

Brand Page Attachment: Innovatives Markenmanagement

Autor Barbara Kleine-Kalmer
en Limba Engleză Paperback – 29 ian 2016
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.Through these conceptually and empirically profound analyses, the authordetects interesting implications for the management of brands in the context ofsocial media.
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Specificații

ISBN-13: 9783658124380
ISBN-10: 3658124385
Pagini: 260
Ilustrații: XVII, 239 p. 40 illus.
Dimensiuni: 148 x 210 x 15 mm
Greutate: 0.34 kg
Ediția:1st edition 2016
Editura: Springer Fachmedien Wiesbaden
Colecția Innovatives Markenmanagement
Seria Innovatives Markenmanagement

Locul publicării:Wiesbaden, Germany

Public țintă

Research

Textul de pe ultima copertă

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.Through these conceptually and empirically profound analyses, the authordetects interesting implications for the management of brands in the context ofsocial media.
Contents
  • Relevance of Social Networks for Brand Management
  • Attachment as Central Construct for the Measurement of Consumers’ Connections to Brand Pages in Social Networks
  • Empirical Analysis and Validation of Consequences of Brand Page Attachment
  • Identification of Antecedents of Brand Page Attachment
Target Groups
  • Researchers and students in the fields of marketing, communication anddigital marketing
  • Practitioners in these areas
TheAuthor
Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at theUniversity of Bremen.

Caracteristici

Publication in the field of economic science Includes supplementary material: sn.pub/extras