Der Einfluss von Preiserhöhungen auf Konsumenteneinstellungen:Eine Experimentelle Studie

Unternehmen neigen vor allem in gesättigten Märkten zum mengenorientierten Preiswett-bewerb und setzen Preissenkungen vorzugsweise zur Profilierung ein, wodurch die Preiskriege und der Verdrängungswettbewerb weiterhin zunehmen. Preis- und Wertschöpfungsspielräume werden trotz der hohen Gewinnpotenziale bislang von Unternehmen nicht hinreichend ausgenutzt, da negative Reaktionen von Seiten der Konsumenten befürchtet werden. Vor diesem Hintergrund ist es das Ziel dieses Beitrags, zu untersuchen, wie ein Preisanstieg durch geeignete kommunikationspolitische Maßnahmen begleitet werden kann, um eine negative Beeinflussung der wahrgenommenen Preisfairness zu minimieren

The impact of unhealthy food sponsorship vs. pro-health sponsorship models on young adults' food preferences: A randomised controlled trial

Background: Unhealthy foods are promoted heavily, through food company sponsorship of elite sport, resulting in extensive exposure among young adults who are avid sport spectators. This study explores the effects of sponsorship of an elite sporting event by: (A) non-food brands (control), (B) unhealthy food brands, (C) healthier food brands, or (D) an obesity prevention public health campaign on young adults' brand awareness, attitudes, image perceptions, event-sponsor fit perceptions, and preference for food sponsors' products. Methods: A between-subjects web-based experiment was conducted, consisting of four sponsorship conditions (A through D) featuring three product categories within each condition. Australian adults (N = 1132) aged 18-24 years were recruited via a national online panel. Participants viewed promotional videos and news stories about an upcoming international, multi-sport event (with sponsor content edited to reflect each condition), completed a distractor task, and then answered questions assessing the response variables. Regression analyses were conducted to test for differences by sponsorship condition on the respective outcome measures. Results: Compared to the control condition, unhealthy food sponsorship promoted higher awareness of, and more favourable attitudes towards, unhealthy food sponsor brands. Unhealthy food sponsorship also led to greater perceived event-sponsor fit and transfer of perceptions of the sporting event to the unhealthy food sponsor brands, relative to the control group. Exposure to sponsorship for healthier foods produced similar sponsorship effects for healthier food sponsor brands, as well as prompting a significant increase in the proportion of young adults showing a preference for these products. Obesity prevention campaign sponsorship promoted higher campaign awareness and perceived event-sponsor fit, but did not impact food attitudes or preference for unhealthy versus healthier foods. Conclusion: Findings suggest that restricting elite sport sponsorship to healthier food brands that meet set nutritional criteria could help promote healthier eating among young adults. Sporting organisations should be encouraged to seek sponsorship from companies who produce healthier food brands and government-funded social marketing campaigns. Clinical trial registration: Australian New Zealand Clinical Trials Registry (ANZCTR) registration number ACTRN12618000368235. Retrospectively registered 12 March 2018

Do you think I'm blind? effects of new customer acquisition promotion on existing customers

Paper examining how the attempted acquisition of new customers through promotion might affect existing customers

Laborexperimente in der marketingwissenschaft : bestandsaufnahme und leitfaden bei varianzanalytischen auswertungen

To be assertaine

Incentives for New Customer Acquisition and Their Impact on Existing Customers

This presentation explores the incentives for new customer acquisition and the impact on existing customer

Relationship quality in franchise systems : an empirical assessment

There is a wide consensus that the quality of relationships is a key driver of relationship outcomes in a many business contexts. Theory suggests, that especially in franchise systems, good franchisee-franchisor relationships are crucial for long term business success. For instance, it can be argued that poor relationships between franchisors and franchisees will result in reduced investments and support from the franchisor. In addition, negative perceptions of overall relationship quality will also induce franchisees to reduce their efforts to improve ser-vice quality provided to the end customer which in turn endangers brand equity and economic success of the whole system. However, theoretical conceptualizations of relationship quality in a franchising context are scarce and have hardly been validated on a broad empirical basis. Therefore, the focus of this study is to (a) develop a conceptual model of relationship quality in franchise systems, and, (b) to develop a valid and reliable measure for RQ for franchise systems by empirically testing this model based on two large samples comprising a total of 3,622 franchisees from 38 different franchise systems. Preliminary results as to possible consequences of RQ are considered as well. Despite several different approaches towards the conceptualization of RQ, our literature review provides strong support for the statement that satisfaction, trust and commitment are of critical importance. Out of 46 studies, satisfaction was taken into consideration in 31, trust in 38, and commitment in 25. Thus, it is supposed that trust, satisfaction, and commitment are main dimensions of RQ and thus play an important part as antecedents to the success of a franchise system. After conceptualizing the main constructs of our study, we employed a two-study design to test our conceptual model. In study 1, we factor-analyzed the responses of 500 franchisees to a questionnaire containing 39 items. After having analyzed the data, we constructed valid and reliable measures for commitment, trust, and satisfaction. With a much larger sample (3,122), we tested the conceptual model in study 2. Concerning the core model of RQ, both trust and satisfaction significantly influence commitment. Results indicate that trust and satisfaction are significantly related to commitment to the network. Moreover, trust and satisfaction are significantly correlated as well. Therefore, we conclude that RQ consists of trust, satisfaction, and commitment. To find preliminary answers to RQ outcomes, we conducted a median split based on an aggregated score consisting of all indicators for the three related RQ constructs commitment, trust, and satisfaction, and found significant differences between franchisees with high and low RQ scores. Their attitudes towards the franchise system are generally more favorable. More so, past economic outcomes as well as anticipated future outcomes are better for the high RQ group. The contributions of our findings are at least threefold. At first, it could be shown that the widely acknowledged conceptualization of RQ also holds in a franchising context. We find out that RQ consists of three facets, namely commitment, trust, and satisfaction. Overall, our conceptual model represents the data quite well. In addition, due to our large data set, that not only considers multiple franchise systems but also multiple points in time, we have confidence that the RQ conceptualization and measures are quite representative for franchise systems. Finally, we also provide preliminary results for possible consequences of RQ such as positive attitudes towards the franchise system and more favorable economic performance