Towards Perpetual Brand-Consumer Relationships

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

Marketing Review St.Gallen, 2021, vol. 38, issue 2, 28-35

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.

Date: 2021
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