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Die Bedeutung der Unternehmensreputation für die Zahlungsbereitschaft von Privatkunden

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  • Markus Eberl

    (Ludwig-Maximilians-Universität München, Institut für Marktorientierte Unternehmensführung (IMM), Kaulbachstraße 45/I, D-80539 München)

  • Manfred Schwaiger

    (Ludwig-Maximilians-Universität München, Institut für Marktorientierte Unternehmensführung (IMM), Kaulbachstraße 45/I, D-80539 München)

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    Abstract

    In markets in which products are traded that can be easily imitated it is only possible to obtain a strategic competitive advantage through immaterial assets. The assumption has often been heard that the estimation of a company – its reputation – can generate positive effects especially with customers. The present article shows a theoretical foundation of the hypothesis that private customers are more prepared to pay their bills for products of companies with a better reputation. An experimental study puts this hypothesis to the test for a product named “study cost credit” and calculates the “reputation premium”. It shows that enterprises are able to obtain a clear price premium exclusively owing to their higher reputation.

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    Bibliographic Info

    Article provided by Credit and Capital Markets in its journal Kredit und Kapital.

    Volume (Year): 41 (2008)
    Issue (Month): 3 ()
    Pages: 355–389

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    Handle: RePEc:kuk:journl:v:41:y:2008:i:3:p:355-389

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    Web page: http://www.credit-and-capital-markets.de/

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