TY - CHAP U1 - Konferenzveröffentlichung A1 - Rossmann, Alexander A1 - Wilke, Tim ED - Rossmann, Alexander T1 - Building brand love : a dynamic capabilities approach T2 - Digital Enterprise Computing (DEC 2017) : July 11 - 12, 2017, Böblingen, Germany. - (Lecture notes in informatics (LNI) - proceedings ; volume P-272) N2 - This paper investigates the impact of dynamic capabilities (DC) on brand love. From a resource-based view, there is little clarity vis-à-vis the specific capabilities that drive the ability to create brand love. This paper focuses on three research questions: Firstly, which dynamic capabilities are relevant for brand love? Secondly, how strong is the impact of certain dynamic capabilities on brand love? Thirdly, which conditions mediate and moderate the impact of specific dynamic capabilities on brand love? Data from a multi-method research approach have been used to itentify the specific capabilities that corporations need, to enhance brand love. Furthermore, a standardized online survey was conducted on marketing executives and evaluated by structural equation modeling. The results indicate, that customer expertise plays a major role in the relationship between dynamic capabilities and brand love. Furthermore, this relationship is more important in markets that have a low competitive differentiation in products and services. KW - dynamic capabilities KW - brand love KW - brand management KW - customer expertise Y1 - 2017 U6 - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-14255 UN - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-14255 SN - 978-3-88579-666-4 SB - 978-3-88579-666-4 SP - 135 EP - 146 S1 - 12 PB - Gesellschaft für Informatik CY - Bonn ER -