Verschiedene Prognosen weisen darauf hin, daß das Markenwertkonzept zu den einflußreichsten Themen der nächsten zehn Jahre innerhalb des Marketings werden wird. Die hier präsentierte Studie untersucht zunächst, für welche Zwecke der Markenwert verwendet werden kann und welche Anforderungen...

Purpose: A distinct view of customer participation in services classifies the characteristics of the participation process as experience- versus outcome-oriented, each of which affects customer participation success uniquely for different types of services (utilitarian vs hedonic). This study...

Consumers use price of a product both as a signal of product quality and as a monetary constraint in choosing it. Consequently, price has two distinct roles - informational and allocative - in the evaluation of a product. In this paper, we test the validity of a research approach proposed by...

Retailers have been criticized for heavily relying on odd prices although their advantage over even prices has not been convincingly proven. In this paper we argue that such behavior does not have to stem solely from tradition, but may be seen as a rational way of dealing with uncertainty. We...