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Brand Page Attachment

Brand Page Attachment

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658124380
Condition
New
Product Description

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.

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