Towards Perpetual Brand-Consumer Relationships

Julian Wichman; Nico Wiegand; Werner J. Reinartz

Towards Perpetual Brand-Consumer Relationships

Julian Wichman
, Nico Wiegand
, Werner J. Reinartz

Marketing

Research output: Contribution to Journal › Article › Professional

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)	888-995
Journal	Marketing Review St. Gallen
Volume	2021
Issue number	2
Publication status	Published - Feb 2021

Access to Document

https://www.researchgate.net/publication/350374978_Towards_Perpetual_Brand-Consumer_Relationships

Persistent URL (handle)

Persistent link

Cite this

@article{07419c2d41ce4affb6182e528408af02,

title = "Towards Perpetual Brand-Consumer Relationships",

abstract = "Branded Product Platforms (BPPs) orchestrate the joint value creation by its platform participants to occupy consumers{\textquoteright} 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 = "Julian Wichman and Nico Wiegand and Reinartz, \{Werner J.\}",

year = "2021",

month = feb,

language = "English",

volume = "2021",

pages = "888--995",

journal = "Marketing Review St. Gallen",

issn = "1865-7516",

publisher = "Gabler/GWV-Fachverlag",

number = "2",

}

TY - JOUR

T1 - Towards Perpetual Brand-Consumer Relationships

AU - Wichman, Julian

AU - Wiegand, Nico

AU - Reinartz, Werner J.

PY - 2021/2

Y1 - 2021/2

N2 - 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 - 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.

UR - https://ifmhsg.ch/en/marketing-review/

M3 - Article

SN - 1865-7516

VL - 2021

SP - 888

EP - 995

JO - Marketing Review St. Gallen

JF - Marketing Review St. Gallen

IS - 2

ER -

Towards Perpetual Brand-Consumer Relationships

Abstract

Access to Document

Persistent URL (handle)

Other files and links

Fingerprint

Cite this