Platform Ambitions of Brands: A Scale Development and Empirical Investigation for Manufacturer Brands...

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Ole Gardewin

Platform Ambitions of Brands

A Scale Development and Empirical Investigation for Manufacturer Brands

Ole Gardewin

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English

Springer Gabler
08 November 2024

Sales & marketing; Customer services

Series: Innovatives Markenmanagement

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.

By: Ole Gardewin
Imprint: Springer Gabler
Country of Publication: Germany
Edition: 2024 ed.
Dimensions: Height: 210mm, Width: 148mm,
ISBN: 9783658462208
ISBN 10: 3658462205
Series: Innovatives Markenmanagement
Pages: 174
Publication Date: 08 November 2024
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

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.