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Towards Perpetual Brand-Consumer Relationships

Author

Listed:
  • Wichmann, Julian R. K.
  • Wiegand, Nico
  • Reinartz, Werner J.

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.

Suggested Citation

  • Wichmann, Julian R. K. & Wiegand, Nico & Reinartz, Werner J., 2021. "Towards Perpetual Brand-Consumer Relationships," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(2), pages 28-35.
    • Handle: RePEc:zbw:hsgmrs:276133
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    References listed on IDEAS

    as
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