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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)

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.

Suggested Citation

  • Markus Eberl & Manfred Schwaiger, 2008. "Die Bedeutung der Unternehmensreputation für die Zahlungsbereitschaft von Privatkunden," Credit and Capital Markets, Credit and Capital Markets, vol. 41(3), pages 355-389.
  • Handle: RePEc:kuk:journl:v:41:y:2008:i:3:p:355-389
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    More about this item

    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; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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