Bei der Einführung innovativer Kommunikationsdienste stehen Anbieter vor der Aufgabe, einen Markt zu schaffen, denn Nachfrager sind erst dann bereit, in die Kommunikationstechnologie zu investieren, wenn eine zufrieden stellende Teilnehmerzahl erreicht wird. Der Aufbau positiver Erwartungen...

Methodik der Untersuchung -- Theoretische Grundlagen und Determinanten des Kaufverhaltens im Online-Einzelhandel -- Explikation des Vertrauensbegriffs -- Das Partial-Least-Squares-Verfahren zur quantitativen Analyse von Strukturgleichungsmodellen -- Empirische Untersuchung zur signalbasierten...

Vertrauensaufbau und -stabilisierung sind ein integraler Bestandteil wirtschaftlichen Handelns geworden. Maria Neumaier untersucht, was im Individuum passiert, bevor es bereit ist Vertrauen zu schenken. Auf der Basis eines interdisziplinären Ansatzes entwirft sie ein Vertrauensmodell, das die...

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the...

This book examines the factors involved in consumer responses to food produced in regions near the Fukushima Daiichi Nuclear Plant following the March 2011 Eastern Japanese earthquake, and assesses how responses to reports on food safety and risk of radiation contamination shaped consumer...

The concept of customer loyalty has come to play an important role in established businesses. It is a well-known fact that a higher level of customer loyalty leads to greater company success. As a result, instruments of Relationship Marketing and the role played by trust and the creation of...

The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners:...

“…Rajagopal is one of those rare breeds in academics in Marketing and Strategy area who has published regularly on contemporary themes. Marketing today has undergone a significant change largely due to the interplay of three forces- technology, globalization, and changing demographics. Never...

Margarete Rosina investigates whether it makes sense for family firms to communicate their family firm status to consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the first study looks at whether consumers perceive family...