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Anglický jazyk
Brand Page Attachment
Autor: Barbara Kleine-Kalmer
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...
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O knihe
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.
- Vydavateľstvo: Springer Fachmedien Wiesbaden
- Rok vydania: 2016
- Formát: Paperback
- Rozmer: 210 x 148 mm
- Jazyk: Anglický jazyk
- ISBN: 9783658124380
