Téléchargez le livre : Platform Ambitions of Brands

Platform Ambitions of Brands

A Scale Development and Empirical Investigation for Manufacturer Brands

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Éditeur :

Springer Gabler


Paru le : 2024-11-07



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Description

The platform economy is gaining increasing importance. Digital platforms can be found in more and more areas of consumers' daily lives. One area particularly affected by this is online shopping, which is becoming increasingly popular. Large online retailers have achieved monopolistic positions, and the majority of online shopping takes place on their marketplaces. This presents significant challenges for manufacturer brands. Recently, some of them have started operating their own platforms to counteract the risks within the platform economy, the so-called Brand Flagship Platforms.
This book not only presents the development of the first empirical measurement scale for assessing the benefit dimensions of these Brand Flagship Platforms but also takes it a step further by analyzing the behavioral impact of these platforms on consumers’ attachment to the respective brands and, ultimately, on their purchasing behavior. This serves both researchers and practitioners in assessing the impact of digital platforms on their own brand.
Pages
174 pages
Collection
n.c
Parution
2024-11-07
Marque
Springer Gabler
EAN papier
9783658462208
EAN PDF
9783658462215
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
17
Taille du fichier
6564 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
106,99 €
EAN EPUB
9783658462215
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
17
Taille du fichier
16333 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
106,99 €

Dr. Ole Gardewin successfully completed his doctorate at the markstones Institute of Marketing, Branding & Technology at the University of Bremen in May 2024. His research focused on the use of digital platforms as a brand management tool.

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