IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/276133.html
   My bibliography  Save this article

Towards Perpetual Brand-Consumer Relationships

Author

Listed:
  • Wichmann, Julian R. K.
  • Wiegand, Nico
  • Reinartz, Werner J.

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.

Suggested Citation

  • Wichmann, Julian R. K. & Wiegand, Nico & Reinartz, Werner J., 2021. "Towards Perpetual Brand-Consumer Relationships," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(2), pages 28-35.
    • Handle: RePEc:zbw:hsgmrs:276133
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/276133/1/MRSG_2021_2_28-35.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Kevin Boudreau, 2010. "Open Platform Strategies and Innovation: Granting Access vs. Devolving Control," Management Science, INFORMS, vol. 56(10), pages 1849-1872, October.
    3. Michael L. Katz & Carl Shapiro, 1994. "Systems Competition and Network Effects," Journal of Economic Perspectives, American Economic Association, vol. 8(2), pages 93-115, Spring.
    4. Koivisto, Jonna & Hamari, Juho, 2019. "The rise of motivational information systems: A review of gamification research," International Journal of Information Management, Elsevier, vol. 45(C), pages 191-210.
    5. Bolton, Gary E. & Ockenfels, Axel, 2012. "Behavioral economic engineering," Journal of Economic Psychology, Elsevier, vol. 33(3), pages 665-676.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jinhyo Joseph Yun & Xiaofei Zhao & KyungBae Park & Lei Shi, 2020. "Sustainability Condition of Open Innovation: Dynamic Growth of Alibaba from SME to Large Enterprise," Sustainability, MDPI, vol. 12(11), pages 1-24, May.
    2. Jonathan Wareham & Paul B. Fox & Josep Lluís Cano Giner, 2014. "Technology Ecosystem Governance," Organization Science, INFORMS, vol. 25(4), pages 1195-1215, August.
    3. Kevin J. Boudreau & Lars B. Jeppesen, 2015. "Unpaid crowd complementors: The platform network effect mirage," Strategic Management Journal, Wiley Blackwell, vol. 36(12), pages 1761-1777, December.
    4. Lei Huang & Yandong Zhao & Liang Mei & Peiyi Wu & Zhihua Zhao & Yijun Mao, 2019. "Structural Holes in the Multi-Sided Market: A Market Allocation Structure Analysis of China’s Car-Hailing Platform in the Context of Open Innovation," Sustainability, MDPI, vol. 11(20), pages 1-20, October.
    5. Mi Hyun Lee & Sang Pil Han & Sungho Park & Wonseok Oh, 2023. "Positive Demand Spillover of Popular App Adoption: Implications for Platform Owners’ Management of Complements," Information Systems Research, INFORMS, vol. 34(3), pages 961-995, September.
    6. Zeng, Jing & Khan, Zaheer & De Silva, Muthu, 2019. "The emergence of multi-sided platform MNEs: Internalization theory and networks," International Business Review, Elsevier, vol. 28(6), pages 1-1.
    7. Andreas Hein & Maximilian Schreieck & Tobias Riasanow & David Soto Setzke & Manuel Wiesche & Markus Böhm & Helmut Krcmar, 2020. "Digital platform ecosystems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(1), pages 87-98, March.
    8. Liu, He & Li, Xuerong & Wang, Shouyang, 2021. "A bibliometric analysis of 30 years of platform research: Developing the research agenda for platforms, the associated technologies and social impacts," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    9. Jørgen Veisdal, 2020. "The dynamics of entry for digital platforms in two-sided markets: a multi-case study," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 539-556, September.
    10. Sulin Ba & Barrie R. Nault, 2017. "Emergent Themes in the Interface Between Economics of Information Systems and Management of Technology," Production and Operations Management, Production and Operations Management Society, vol. 26(4), pages 652-666, April.
    11. Brunswicker, Sabine & Schecter, Aaron, 2019. "Coherence or flexibility? The paradox of change for developers’ digital innovation trajectory on open platforms," Research Policy, Elsevier, vol. 48(8), pages 1-1.
    12. Arun Rai & Xinlin Tang, 2014. "Research Commentary ---Information Technology-Enabled Business Models: A Conceptual Framework and a Coevolution Perspective for Future Research," Information Systems Research, INFORMS, vol. 25(1), pages 1-14, March.
    13. Cenamor, Javier & Frishammar, Johan, 2021. "Openness in platform ecosystems: Innovation strategies for complementary products," Research Policy, Elsevier, vol. 50(1).
    14. Steffen, Nico & Wiewiorra, Lukas & Kroon, Peter, 2021. "Wettbewerb und Regulierung in der Plattform- und Datenökonomie," WIK Discussion Papers 481, WIK Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste GmbH.
    15. Shiva Agarwal & Cameron D. Miller & Martin Ganco, 2023. "Growing platforms within platforms: How platforms manage the adoption of complementor products in the presence of network effects?," Strategic Management Journal, Wiley Blackwell, vol. 44(8), pages 1879-1910, August.
    16. Vomberg, Arnd & Schauerte, Nico & Krakowski, Sebastian & Ingram Bogusz, Claire & Gijsenberg, Maarten J. & Bleier, Alexander, 2023. "The cold-start problem in nascent AI strategy: Kickstarting data network effects," Journal of Business Research, Elsevier, vol. 168(C).
    17. Marius F. Niculescu & D. J. Wu & Lizhen Xu, 2018. "Strategic Intellectual Property Sharing: Competition on an Open Technology Platform Under Network Effects," Information Systems Research, INFORMS, vol. 29(2), pages 498-519, June.
    18. Wilfred Amaldoss & Sanjay Jain, 2005. "Conspicuous Consumption and Sophisticated Thinking," Management Science, INFORMS, vol. 51(10), pages 1449-1466, October.
    19. Kang, Hye Young, 2022. "Technological engagement of women entrepreneurs on online digital platforms: Evidence from the Apple iOS App Store," Technovation, Elsevier, vol. 114(C).
    20. Alessio Cozzolino & Gianmario Verona & Frank T. Rothaermel, 2018. "Unpacking the Disruption Process: New Technology, Business Models, and Incumbent Adaptation," Journal of Management Studies, Wiley Blackwell, vol. 55(7), pages 1166-1202, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hsgmrs:276133. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://imc.unisg.ch/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.