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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.
Dr. Barbara Kleine-Kalmer received her PhDat Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management at theUniversity of Bremen.
Relevanceof Social Networks for Brand Management.- Attachment asCentral Construct for the Measurement of Consumers’ Connections to Brand Pagesin Social Networks.- Empirical Analysisand Validation of Consequences of Brand Page Attachment.- Identification ofAntecedents of Brand Page Attachment.
