Artikel
Towards Perpetual Brand-Consumer Relationships
Branded Product Platforms (BPPs) orchestrate the joint value creation by its platform participants to occupy consumers' entire need categories. They thereby evolve the brand-consumer relationship, allowing brands to foster intimate and perpetually ongoing interactions with consumers that transcend the traditional customer journey.
- Language
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Englisch
- Bibliographic citation
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Journal: Marketing Review St.Gallen ; ISSN: 1865-7516 ; Volume: 38 ; Year: 2021 ; Issue: 2 ; Pages: 28-35
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
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Wichmann, Julian R. K.
Wiegand, Nico
Reinartz, Werner J.
- Event
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Veröffentlichung
- (who)
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Thexis Verlag
- (where)
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St.Gallen
- (when)
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2021
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Wichmann, Julian R. K.
- Wiegand, Nico
- Reinartz, Werner J.
- Thexis Verlag
Time of origin
- 2021
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