This paper investigates the perceived trustworthiness and convenience of car subscriptions in Switzerland. Evidence has been found that age, car ownership and environmental consciousness of the respondents have a statistically significant impact on trust and perceived convenience while the place...

Das Influencer Marketing stellt ein neuartiges Instrument im Marketingmix dar, das zunehmende Verbreitung findet. Dieser Artikel fasst die zentralen Schritte des Influencer-Marketing-Managements zusammen und zeigt auf, welche Stellhebel es bei der erfolgreichen Umsetzung zu beachten gilt.

Innovation platforms are powerful instruments for harnessing crowd creativity. Yet, platform users still struggle with cognitive barriers when looking to unfold their creative potential. This conceptual article identifies three barriers from innovation literature and outlines how artificial...

Tracking consumer perceptions over time is a crucial component of brand success. Yet, many companies struggle to do so because continuous consumer surveying is costly and challenging. Building on established research about consumer-based brand equity, this article presents a practical approach...