Who "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebook

Rauschnabel, PhilippPhilippRauschnabelMau, GunnarGunnarMauIvens, Björn SvenBjörn SvenIvens0000-0001-8510-5212Rosengren, SaraDahlèn, MicaelOkazaki, Shintaro2019-09-192013-07-302013978-3-658-02364-5978-3-658-02365-2https://fis.uni-bamberg.de/handle/uniba/1345engWho "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebookconferenceobject10.1007/978-3-658-02365-2_4http://link.springer.com/chapter/10.1007/978-3-658-02365-2_4