{"product_id":"brand-page-attachment-an-empirical-study-on-facebook-users-attachment-to-brand-pages-9783658124380","title":"Brand Page Attachment: An Empirical Study on Facebook Users' Attachment to Brand Pages","description":"\u003cp\u003e • Author(s): Barbara Kleine-Kalmer\u003cbr\u003e • Publisher: Springer\u003cbr\u003e • Publisher Imprint: Springer Gabler\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eBarbara 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eContents\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eRelevance of Social Networks for Brand Management\u003cbr\u003e\n\u003c\/li\u003e\n\u003cli\u003eAttachment as Central Construct for the Measurement of Consumers' Connections to Brand Pages in Social Networks\u003cbr\u003e\n\u003c\/li\u003e\n\u003cli\u003eEmpirical Analysis and Validation of Consequences of Brand Page Attachment\u003cbr\u003e\n\u003c\/li\u003e\n\u003cli\u003eIdentification of Antecedents of Brand Page Attachment\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTarget Groups\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eResearchers and students in the fields of marketing, communication and digital marketing\u003cbr\u003e\n\u003c\/li\u003e\n\u003cli\u003ePractitioners in these areas\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eThe Author\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.\u003c\/p\u003e","brand":"Springer","offers":[{"title":"Paperback","offer_id":45274268696727,"sku":"9783658124380","price":3672.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9783658124380.webp?v=1769279415","url":"https:\/\/atlanticbooks.com\/products\/brand-page-attachment-an-empirical-study-on-facebook-users-attachment-to-brand-pages-9783658124380","provider":"Atlantic Books","version":"1.0","type":"link"}