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.
