Purpose: This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs)....

Purpose: The purpose of this paper is to investigate the effects of explanation and compensation, as specific accommodative management responses to negative online customer reviews, on potential customers. Design/methodology/approach: The scenario-based online experiment with 306 participants...

Der Einfluss der Marktsegmente auf den Zusammenhang zwischen Kundenzufriedenheit und -loyalität wurde bislang nicht überprüft. Am Beispiel der Automobilindustrie zeigen die Autoren, dass im Volumensegment die Loyalität wesentlich durch die Kundenzufrieden-heit beeinflusst wird. Im...

Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.

Purpose: This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy...

Purpose: The purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand. Design/methodology/approach: A literature...

Die direkten Determinanten (typischer Fan, Trainer, Mannschaft, einzelne Star-Spieler sowie Management und Vereinsleitung) üben den stärksten Einfluss auf die Markenpersönlichkeit professioneller Sportvereine aus.Die Wirkung der Markenpersönlichkeit lässt sich mittels der Kongruenztheorie...