LIBROS DEL AUTOR: barbara kleine kalmer

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  • Brand Page Attachment
    Barbara Kleine-Kalmer
    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, th...
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    66,60 €