Brand Page Attachment

Barbara Kleine-Kalmeranalyses the impact of branding in social networks and introduces theconstruct of brand page attachment. On the basis of a comprehensive quantitativestudy she validates the construct as relevant for user behavior andinvestigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the authordetects interesting implications for the management of brands in the context ofsocial media.

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.