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Platform Ambitions of Brands : A Scale Development and Empirical Investigation for Manufacturer Brands / by Ole Gardewin

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Innovatives MarkenmanagementPublisher: Wiesbaden : Springer Fachmedien Wiesbaden, 2024Publisher: Wiesbaden : Imprint: Springer Gabler, 2024Description: 1 Online-Ressource (XVIII, 174 p. 32 illus.)ISBN:
  • 9783658462215
Other title:
  • development of a measurement scale and empirical relevande analysis for manufacturer brands
Uniform titles:
  • Perceived benefits of brand flagship platforms
Subject(s): Genre/Form: Additional physical formats: 9783658462208 | 9783658462222 | Erscheint auch als: 9783658462208 Druck-Ausgabe | Erscheint auch als: 9783658462222 Druck-Ausgabe | Erscheint auch als: Platform ambitions of brands. Druck-Ausgabe Wiesbaden : Springer Gabler, 2024. xviii, 174 SeitenDDC classification:
  • 658.827 23
DOI: DOI: 10.1007/978-3-658-46221-5Online resources: Dissertation note: Dissertation - Universität Bremen, 2024 Summary: Brands in the Platform Economy -- Theoretical Foundations and Conceptual Basis -- Scale Development Process -- Analysis of Behavioral Relevance of BFPs -- Conclusion, Reflection and Outlook.Summary: 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. About the Author 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.PPN: PPN: 1908297506Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM | ZDB-2-SWI
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