The present study investigates the influence of brand credibility on customers’ repurchase intentions in services. Based on information economics theories, the authors develop and empirically test a model of brand credibility and its effects using structural equation modeling. The results...

Grundlagen des Commodity Marketing -- Besonderheiten des Commodity Marketing (z.B. Preismanagement, Markenmanagement, Kundenbindungsmanagement) -- Branchenspezifisches Commodity Marketing (z.B. Energiesektor, Dienstleistungen) -- Commodity Marketing – eine internationale Perspektive.

Purpose – This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers face the challenge to differentiate themselves from...