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Die Bedeutung der Unternehmensreputation für die Zahlungsbereitschaft von Privatkunden
Eberl, Markus | Schwaiger, Manfred
Credit and Capital Markets – Kredit und Kapital, Vol. 41 (2008), Iss. 3 : pp. 355–389
3 Citations (CrossRef)
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Dr. Markus Eberl, Ludwig-Maximilians-Universität München, Institut für Marktorientierte Unternehmensführung (IMM), Kaulbachstraße 45/I, D-80539 München.
Prof. Dr. Manfred Schwaiger, Ludwig-Maximilians-Universität München, Institut für Marktorientierte Unternehmensführung (IMM), Kaulbachstraße 45/I, D-80539 München.
Cited By
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Reputation und Unternehmenserfolg
Schwaiger, Manfred | Raithel, SaschaManagement Review Quarterly, Vol. 64 (2014), Iss. 4 P.225
https://doi.org/10.1007/s11301-014-0106-8 [Citations: 12] -
Handbuch Controlling der Kommunikation
Corporate Reputation als optimale Steuerungsgröße für die Unternehmenskommunikation
Schwaiger, Manfred | Eberhardt, Johanna | Mahr, Sarah2016
https://doi.org/10.1007/978-3-8349-3857-2_3 [Citations: 1] -
Handbuch Controlling der Kommunikation
Corporate Reputation als optimale Steuerungsgröße für die Unternehmenskommunikation
Schwaiger, Manfred | Eberhardt, Johanna | Mahr, Sarah2014
https://doi.org/10.1007/978-3-658-05260-7_3-1 [Citations: 0]
Abstract
The Importance of the Reputation of Enterprises for the Readiness of Private Customers to Pay
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.