Da ein einheitliches, politikfelduebergreifendes und wirtschaftswissenschaftlich fundiertes Verbraucherleitbild fehlt, gibt dieser Beitrag einen UEberblick ueber den Stand der wirtschaftswissenschaftlichen Diskussion um das Verbraucherleitbild. Eine empirische Analyse zeigt, dass es ‘den...

Purpose – Marketing channels are changing dramatically as the world economy becomes networked. Buyers who are likely to only have limited insight into a wholesaler's sourcing decisions may be uncertain about product and/or service quality. This paper aims to show that a credible quality signal...

Purpose – The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying...

Purpose – The aim of this study is to analyze consumers' price knowledge in the market for apparels. Design/methodology/approach – After reviewing earlier attempts at assessing the construct, the price estimation error “PEE” was used, a measure based on explicit price knowledge stored in...