Die Bedeutung der Unternehmensreputation für die Zahlungsbereitschaft von Privatkunden
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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