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Zeitschrift
Jahresbericht 2013/2014
(Universität Kassel, Fachbereich Wirtschaftswissenschaften, 2015)
Aufsatz
Is your Perception of "Luxury" Similar to Mine? A Concept Made of Absolute and Relative Features
(2015)
Luxury is a relative feature of goods and services. Despite the many empirical studies that have been conducted, marketing scholars have not agreed on a common definition or interpretation of the term "luxury" so far. This deficit causes improper interpretations and, thus, evokes a kind of growing conceptual confusion. Additionally, the increasing interest in luxury in recent years had contributed unintentionally to the ambiguity of the term. Advertising agencies consciously or unconsciously aim to take advantage of ...
Teil eines Buches
Brands and branding in the non-profit sector − theoretical overview and discussion
(Publishing House of the University of Economics, 2015)
Branding has been acknowledged as a fundamental function for companies (e.g. Aaker & Shansby 1982: 56; Ambler et al. 2002: 13; Doyle 1990: 5; Gardner & Levy 1955; Grönroos 2007; Homer 2008; Keller 1993). A brand may be explained as an entirety of perceptions and feelings that consumers associate with a product/service recognized by a brand name. Included are aspects like distinctiveness (e.g., its packaging and logos), quality, performance, familiarity and user imagery (e.g. Batra, Ahuvia & Bagozzi 2012). Brands ...
Teil eines Buches
Identity and image dynamics – managing social exclusion in profitable way
(Publishing House of the University of Economics, 2015)
The above statement has long been established as the canonical view of economic reality, and it has only been a couple of years since we thoroughly started to contest and debate this world-view. Grasping this, we focus on two aspects about the above perception in detail: First, a suggestion to redefine the term ‘market’ in a more up-to-date fashion, second, the debunking of the suspicious correlation between ‘no money to spend’ and ‘no money to be made’.
Aufsatz
Why different trust relationships matter for information systems users
(2015-12-08)
Technology acceptance research has shown that trust is an important factor fostering use of information systems (IS). As a result, numerous IS researchers have studied factors that build trust in IS. However, IS research on trust has mainly focused on the trust relationship between the user and the IS itself, largely neglecting that other targets of trust might also drive IS use from a user’s point of view. Accordingly, we investigate the importance of different targets of trust in IS use. Therefore, we use the concept ...
Dissertation
Markenführung von Kreditinstituten
(2015-04-08)
Die Unternehmensumwelt, mit der sich Kreditinstitute heutzutage konfrontiert sehen und mit der sie sich harmonisieren müssen, ist durch tiefgreifende Veränderungen und eine fortschreitende Dynamik gekennzeichnet. Mit den sog. Non- und Nearbanks sind neue Wettbewerber in den Markt eingetreten, und die Subprime-Finanzkrise aus dem Jahr 2008 hat zu einer tiefgreifenden Vertrauenskrise bei den Konsumenten geführt. Die Möglichkeiten der Kreditinstitute, sich diesen Herausforderungen zu stellen, sind durch die angebotene ...
Dissertation
Corporate Social Responsibility und Stakeholder
(2015-07-27)
Shareholdern, Mitarbeitern und Konsumenten kommt im Rahmen der Corporate Social Responsibility (CSR) eine zentrale Rolle zu. Nicht zuletzt aufgrund ihrer ökonomischen Bedeutung für Unternehmen und ihrer Einflussmöglichkeiten auf diese werden sie zu den mithin wichtigsten Stakeholdern gezählt. Innerhalb der unternehmensethischen Diskussion setzt sich dabei verstärkt die Sichtweise eines Business Case von CSR durch, demzufolge CSR generell und insbesondere bei diesen drei Stakeholdern an Bedeutung gewinnt und ein ...