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

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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",

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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

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