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1. The Platform-Based Branding Cycle: Conceptualizing the Roles of the Platform-Based Brand Using the Case of Airbnb
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis purpose: To explore the phenomenon of businesses utilizing a platform strategy to create value from a branding perspective. We examine how the role of the brand for a platform is different than for a traditional business in order to conceptualize the role of a platform-based brand. LÄS MER
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