Drivers of brand page attachment: An abstract

Rico Piehler; Michael Schade; Barbara Kleine-Kalmer; Christoph Burmann

doi:10.1007/978-3-319-66023-3_240

Drivers of brand page attachment: An abstract

Rico Piehler^*, Michael Schade, Barbara Kleine-Kalmer, Christoph Burmann

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

Abstract

While there are behavior-related constructs like brand engagement that measure the success of activities in social networks, a psychological, pre-behavioral construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. Based on an empirical study with 590 German Facebook users, brand page attachment is revealed as strong predictor of behavior like brand page participation (like, comment, and share posts). Concerning the drivers of brand page attachment, social value had the largest effect, followed by infotainment and economic incentives. Based on these results, brand page attachment should be considered as psychological, pre-behavioral construct in social media research and practice.

Original language	English
Title of host publication	Back to the future : using marketing basics to provide customer value
Subtitle of host publication	Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference
Editors	Nina Krey, Patricia Rossi
Place of Publication	Cham
Publisher	Springer, Springer Nature
Pages	757
Number of pages	1
ISBN (Electronic)	9783319660233
ISBN (Print)	9783319660226
DOIs	https://doi.org/10.1007/978-3-319-66023-3_240
Publication status	Published - 2018
Externally published	Yes
Event	2017 Academy of Marketing Science (AMS) Annual Conference - Coronado, United States Duration: 24 May 2017 → 26 May 2017

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Conference

Conference	2017 Academy of Marketing Science (AMS) Annual Conference
Country/Territory	United States
City	Coronado
Period	24/05/17 → 26/05/17

Access to Document

10.1007/978-3-319-66023-3_240

Cite this

Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2018). Drivers of brand page attachment: An abstract. In N. Krey, & P. Rossi (Eds.), Back to the future : using marketing basics to provide customer value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 757). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer, Springer Nature. https://doi.org/10.1007/978-3-319-66023-3_240

Piehler, Rico ; Schade, Michael ; Kleine-Kalmer, Barbara et al. / Drivers of brand page attachment : An abstract. Back to the future : using marketing basics to provide customer value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference. editor / Nina Krey ; Patricia Rossi. Cham : Springer, Springer Nature, 2018. pp. 757 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

@inbook{c2ab60d4439b4307ad0ed96602894194,

title = "Drivers of brand page attachment: An abstract",

abstract = "While there are behavior-related constructs like brand engagement that measure the success of activities in social networks, a psychological, pre-behavioral construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. Based on an empirical study with 590 German Facebook users, brand page attachment is revealed as strong predictor of behavior like brand page participation (like, comment, and share posts). Concerning the drivers of brand page attachment, social value had the largest effect, followed by infotainment and economic incentives. Based on these results, brand page attachment should be considered as psychological, pre-behavioral construct in social media research and practice.",

author = "Rico Piehler and Michael Schade and Barbara Kleine-Kalmer and Christoph Burmann",

year = "2018",

doi = "10.1007/978-3-319-66023-3_240",

language = "English",

isbn = "9783319660226",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer, Springer Nature",

pages = "757",

editor = "Nina Krey and Patricia Rossi",

booktitle = "Back to the future : using marketing basics to provide customer value",

address = "United States",

note = "2017 Academy of Marketing Science (AMS) Annual Conference ; Conference date: 24-05-2017 Through 26-05-2017",

}

Piehler, R, Schade, M, Kleine-Kalmer, B & Burmann, C 2018, Drivers of brand page attachment: An abstract. in N Krey & P Rossi (eds), Back to the future : using marketing basics to provide customer value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Springer Nature, Cham, pp. 757, 2017 Academy of Marketing Science (AMS) Annual Conference, Coronado, United States, 24/05/17. https://doi.org/10.1007/978-3-319-66023-3_240

Drivers of brand page attachment: An abstract. / Piehler, Rico; Schade, Michael; Kleine-Kalmer, Barbara et al.
Back to the future : using marketing basics to provide customer value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference. ed. / Nina Krey; Patricia Rossi. Cham: Springer, Springer Nature, 2018. p. 757 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

TY - CHAP

T1 - Drivers of brand page attachment

T2 - 2017 Academy of Marketing Science (AMS) Annual Conference

AU - Piehler, Rico

AU - Schade, Michael

AU - Kleine-Kalmer, Barbara

AU - Burmann, Christoph

PY - 2018

Y1 - 2018

N2 - While there are behavior-related constructs like brand engagement that measure the success of activities in social networks, a psychological, pre-behavioral construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. Based on an empirical study with 590 German Facebook users, brand page attachment is revealed as strong predictor of behavior like brand page participation (like, comment, and share posts). Concerning the drivers of brand page attachment, social value had the largest effect, followed by infotainment and economic incentives. Based on these results, brand page attachment should be considered as psychological, pre-behavioral construct in social media research and practice.

AB - While there are behavior-related constructs like brand engagement that measure the success of activities in social networks, a psychological, pre-behavioral construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. Based on an empirical study with 590 German Facebook users, brand page attachment is revealed as strong predictor of behavior like brand page participation (like, comment, and share posts). Concerning the drivers of brand page attachment, social value had the largest effect, followed by infotainment and economic incentives. Based on these results, brand page attachment should be considered as psychological, pre-behavioral construct in social media research and practice.

U2 - 10.1007/978-3-319-66023-3_240

DO - 10.1007/978-3-319-66023-3_240

M3 - Conference abstract

SN - 9783319660226

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 757

BT - Back to the future : using marketing basics to provide customer value

A2 - Krey, Nina

A2 - Rossi, Patricia

PB - Springer, Springer Nature

CY - Cham

Y2 - 24 May 2017 through 26 May 2017

ER -

Piehler R, Schade M, Kleine-Kalmer B, Burmann C. Drivers of brand page attachment: An abstract. In Krey N, Rossi P, editors, Back to the future : using marketing basics to provide customer value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference. Cham: Springer, Springer Nature. 2018. p. 757. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-66023-3_240

Drivers of brand page attachment: An abstract

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