Brand Page Attachment

Brand Page Attachment
By:"Barbara Kleine-Kalmer"
Published on 2016-01-22 by Springer

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.

This Book was ranked 9 by Google Books for keyword define attachment.