| 书目名称 | Platform Ambitions of Brands |
| 副标题 | A Scale Development |
| 编辑 | Ole Gardewin |
| 视频video | |
| 丛书名称 | Innovatives Markenmanagement |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2024 |
| 关键词 | platforms; manufacturer brands; brand flagship platforms; behavioral relevance; e-commerce; scale develop |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-46221-5 |
| isbn_softcover | 978-3-658-46220-8 |
| isbn_ebook | 978-3-658-46221-5Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
发表于 2025-3-21 16:27:46
