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.
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