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.

Publication in the field of economic science Includes supplementary material: sn.pub/extras

Autorentext

Dr. Barbara Kleine-Kalmer received her PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management at the University of Bremen.

Inhalt

Relevance 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.