Purpose – Enhancing customer participation behaviour (CPB) is critical for service firms. However, in a global context, cultural and local market factors are relevant. The purpose of this paper is to detail how and why global service firms can and should account for such factors. Prior...

Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social...

Nicht immer erfüllt das Geschäft mit Kundenlösungen die Erwartungen und erweist sich oft als wenig profitabel. Dennoch halten Anbieter* daran fest. Die Signaling-Theorie liefert Erklärungen hierfür: Lösungen senken das wahrgenommene Kaufrisiko und strahlen Kompetenz und Kundenorientierung...

Der vorliegende Projektbericht entstand im Rahmen des vom Bundesministerium fürBildung und Forschung (BMBF) geförderten Projekts „Transolve (Transformation vonProduzent und Händler zum Solution-Anbieter)“. Das grundlegende Ziel desVorhabens TRANSOLVE ist die Erarbeitung eines Konzeptes...

Purpose – International marketing researchers have long been concerned with determining whether consumers are predisposed towards a preference for domestic products, as opposed to foreign products. The purpose of this paper is to assess such a domestic‐country bias (DCB) in the German...

The effects of word of mouth (WOM) on the receiver's attitudes and intentions have been studied at length, but the question under which conditions WOM leads to a behavioural outcome (such as a purchase or switching decision) has received less attention. This paper studies the effects of WOM in...

Purpose – Altering eating habits are leading to an increase in child obesity rates, especially in lower social class. One possible prevention activity is the implementation of a quality label for children's food. Therefore, this paper seeks to investigate parents' food choice criteria in light...