Platform Ambitions of Brands: A Scale Development and Empirical Investigation for Manufacturer Brands (Innovatives Markenmanagement)

By: Ole Gardewin

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9783658462215
Related ISBNs:: 9783658462208
Publisher:: Springer Fachmedien Wiesbaden
Date of Addition:: 11/07/24
Copyrighted By:: The Editor
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Art and Architecture, Computers and Internet, Business and Finance
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.