Ausgangssituation der Markenbildung im deregulierten Strommarkt Verhaltensanalyse zur Gewinnung von Anhaltspunkten für die Markenbildung Empirische Analyse des Konsumentenverhaltens im Strommarkt Implikationen für die Markenbildung

Generic advertising, the promotion of an entire product or service category, is an increasingly common form of inter-firm cooperation. Voluntary participation in such a campaign represents contribution to a public good. Based on the pattern of recent campaigns, we argue that this cooperation is...

Importance of sustainable consumption. Consumers associate sustainable products with ecological and regional production including a high credibility. In order to take advantage of this trend manufacturers of sustainable foods must communicate the sustainability of their products via packaging...