D Conclusion, reflection and outlook
The topic of branding in social networks has recently gained a lot of public attention due to the high reach among existing and potential customers. In Germany, nearly one quarter of all internet users like at least one brand page in a social network, a r
- PDF / 3,962,032 Bytes
- 255 Pages / 419.52 x 595.2 pts Page_size
- 13 Downloads / 166 Views
Herausgegeben von Ch. Burmann, Bremen, Deutschland M. Kirchgeorg, Leipzig, Deutschland
Marken sind in vielen Unternehmen mittlerweile zu wichtigen Vermögenswerten geworden, die zukünftig immer häufiger auch in der Bilanz erfasst werden können. Insbesondere in reiferen Märkten ist die Marke heute oft das einzig nachhaltige Differenzierungsmerkmal im Wettbewerb. Vor diesem Hintergrund kommt der professionellen Führung von Marken eine sehr hohe Bedeutung für den Unternehmenserfolg zu. Dabei müssen zukünftig innovative Wege beschritten werden. Die Schriftenreihe will durch die Veröffentlichung neuester Forschungserkenntnisse Anstöße für eine solche Neuausrichtung der Markenführung liefern.
Herausgegeben von Professor Dr. Christoph Burmann Universität Bremen, Lehrstuhl für innovatives Markenmanagement (LiM®)
Professor Dr. Manfred Kirchgeorg HHL Leipzig Graduate School of Management, SVI-Stiftungslehrstuhl für Marketing
Barbara Kleine-Kalmer
Brand Page Attachment An Empirical Study on Facebook Users’ Attachment to Brand Pages Foreword by Prof. Dr. Christoph Burmann
Barbara Kleine-Kalmer Bremen, Germany Dissertation Universität Bremen, 2015
Innovatives Markenmanagement ISBN 978-3-658-12438-0 ISBN 978-3-658-12439-7 (eBook) DOI 10.1007/978-3-658-12439-7 Library of Congress Control Number: 2016930288 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)
Foreword
V
Foreword Brands evoke emotions. That is a known fact. Emotions become even more important for the success of brands in the current market situation. As a result of globalization, product and process technologies nowadays are diffusing faster and the internet accelerates the widespread availability particularly of technological know-how. As a consequence of both developments, functional ben
Data Loading...
