Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von...

Ziel dieser Arbeit ist es, die Anwendbarkeit intrinsischer Wertmodelle in dem nach inländischen und ausländischen Investoren segmentierten chinesischen Kapitalmarkt zu untersuchen. Innerhalb des Frameworks der internationalen Portfolio Investment Theorie werden segmentspezifische...

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture...

Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting...

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Journal of Consumer Marketing, published by and copyright Emerald Group Publishing Ltd.

We present a model to investigate the competitive implications ofelectronic secondary markets that promote concurrent selling of new andused goods on a supply chain. In secondary markets where supplierscannot directly utilize used goods for practicing intertemporal pricediscrimination and where...

We examine the profitability and the welfare implications of pricediscrimination in two-sided markets. Platforms have information aboutthe preferences of the agents that allows them to price discriminatewithin each group. The conventional wisdom from one-sided horizontallydifferentiated markets...

Despite decades of research with mixed results, fear-based public health campaigns continue to be extensively used around the world. This study examined the impact of a fear-based advertising campaign targeted at reducing unsafe driving behaviour and fatal accident rates in New Zealand. We...

This paper takes an interdisciplinary approach towards revenue management, incorporating economics and marketing concepts and proposing that firms employ a dynamic service differentiation so that consumer needs are met more closely. To locate market segments, the paper proposes that firms employ...