Analysis of Behavioral Relevance of BFPs

While the first part of this empirical study did provide a valid and reliable tool to effectively measure the perceived benefits of Brand Flagship Platforms, in this subsequent part of the empirical study the actual relevance of BFPs on brand-related outcomes is analyzed. In order to assess the actual impact of the offerings provided by BFPs, a series of steps is necessary. The first step involves extracting and presenting brand objectives deemed most suitable for evaluating the influence of BFPs.