Vermittlung von Markenerlebnissen durch die Nutzung von Big Data

The mediation of stronger brand experiences provides brands the opportunity for sustainable differentiation. To this end, the brand management needs to address the identity of customers. Big Data offers numerous opportunities to gain the necessary knowledge. [PUB ABSTRACT]

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Bibliographic Details
Published inMarketing Review St. Gallen Vol. 31; no. 1; pp. 56 - 67
Main Authors Burmann, Christoph, Kleine-Kalmer, Barbara, Hemmann, Frank
Format Journal Article
LanguageGerman
Published Wiesbaden Gabler Verlag 01.02.2014
Springer Nature B.V
Subjects
Big Data
Brand differentiation
Business and Management
Impact analysis
Information management
Market strategy
Marketing
Schwerpunkt
Smartphones
Velocity
Switzerland
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Summary:The mediation of stronger brand experiences provides brands the opportunity for sustainable differentiation. To this end, the brand management needs to address the identity of customers. Big Data offers numerous opportunities to gain the necessary knowledge. [PUB ABSTRACT]
ISSN:1865-6544
1865-7516
DOI:10.1365/s11621-014-0321-7