Many software products are available free of charge. While the benefits resulting from network externality have been examined in the related literature, the effect of free offer on the diffusion of new software has not been formally analyzed. We show in this study that even if other benefits do...

The authors provide a framework to predict when uncertainty will have a beneficial or detrimental impact on marketing promotions involving free gifts. While uncertainty (i.e., not knowing which free gift will be offered) decreases purchase likelihood when the decision is cognitive, it increases...

A substantive amount of lab experimental evidence suggests that the norm of reciprocity has important economic consequences. However, it is unclear whether the norm of reciprocity survives in a natural and competitive environment with experienced agents. For this purpose we analyze data from a...

Stadtslogans können Städten helfen, sich als Marken im Wettbewerb der Standorte zu positionieren und ihre Markenidentität zu kommunizieren. Bernd Radtke überträgt die Erkenntnisse der betriebswirtschaftlichen Marken- und Sloganforschung unter Berücksichtigung der stadtspezifischen...