Towards Perpetual Brand-Consumer Relationships

Julian R.K. Wichmann; Nico Wiegand; Werner Reinartz

Towards Perpetual Brand-Consumer Relationships

Julian R.K. Wichmann, Nico Wiegand, Werner Reinartz

Research output: Contribution to journal › Article › Professional

Abstract

Abstract 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.

Original language	English
Pages (from-to)	28-35
Journal	Marketing Review St. Gallen
Volume	2/2021
Publication status	Published - 1 Mar 2021
Externally published	Yes

Cite this

@article{bf70fe0d497d4602acb8357fd78dbae2,

title = "Towards Perpetual Brand-Consumer Relationships",

abstract = "Abstract 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.",

author = "Wichmann, {Julian R.K.} and Nico Wiegand and Werner Reinartz",

year = "2021",

month = mar,

day = "1",

language = "English",

volume = "2/2021",

pages = "28--35",

journal = "Marketing Review St. Gallen",

}

TY - JOUR

T1 - Towards Perpetual Brand-Consumer Relationships

AU - Wichmann, Julian R.K.

AU - Wiegand, Nico

AU - Reinartz, Werner

PY - 2021/3/1

Y1 - 2021/3/1

N2 - Abstract 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.

AB - Abstract 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.

M3 - Article

VL - 2/2021

SP - 28

EP - 35

JO - Marketing Review St. Gallen

JF - Marketing Review St. Gallen

ER -

Towards Perpetual Brand-Consumer Relationships

Abstract

Fingerprint

Cite this