Die Bedeutung der Unternehmensreputation für die Zahlungsbereitschaft von Privatkunden
AbstractIn 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 InfoArticle provided by Credit and Capital Markets in its journal Kredit und Kapital.
Volume (Year): 41 (2008)
Issue (Month): 3 ()
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Web page: http://www.credit-and-capital-markets.de/
Find related papers by JEL classification:
- L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
- M10 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - General
- M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
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