About this book
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.
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
- Researchers and students in the fields of marketing, communication and
- Practitioners in these areas
Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at the University of Bremen.