Towards Perpetual Brand-Consumer Relationships

Julian Wichman, Nico Wiegand, Werner J. Reinartz

Research output: Contribution to JournalArticleProfessional


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 languageEnglish
Pages (from-to)888-995
JournalMarketing Review St. Gallen
Issue number2
Publication statusPublished - Feb 2021


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