Barbara Kleine-Kalmer
Brand Page Attachment
An Empirical Study on Facebook Users’ Attachment to Brand Pages
Paperback Engels 2016 9783658124380
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9783658124380
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Fachmedien Wiesbaden
Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing
Lezersrecensies
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Inhoudsopgave
<p>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.</p>
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.</p>
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan