This paper aims to illustrate how the triple-helix concept can be implemented on a city level by establishing an intermediary among the scientific, economic, and public administration spheres and civil society. By using the example of Bielefeld 2000plus, an initiative founded for this particular...

Today, consumer reviews are available on the Internet for a large number of product categories. The pros and cons expressed in this way uncover individually perceived strengths and weaknesses of the respective products, whereas the usually assigned product ratings represent their overall...

This paper presents current theoretical and empirical findings on consumers’ preference change in co-branding. We develop a conceptual model to illustrate consumers’ attitudinal changes in co-branding based on the findings of Park et al. (1996) and Simonin and Ruth (1998), among others. We...

This paper aims to illustrate how the triple-helix concept can be implemented on a city level by establishing an intermediary among the scientific, economic, and public administration spheres and civil society. By using the example of Bielefeld 2000plus, an initiative founded for this particular...

This paper presents current theoretical and empirical findings on consumers� preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three...

This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model...

This paper presents current theoretical and empirical findings on consumers’ preference change in co-branding. We develop a conceptual model to illustrate consumers’ attitudinal changes in co-branding based on the findings of Park et al. (1996) and Simonin and Ruth (1998), among others. We...

China entwickelt sich mit rasanter Geschwindigkeit zu einem der größten und wichtigsten Konsumentenmärkte der Welt. Für ausländische Anbieter von Konsumgütern stellt sich damit z.B. die Frage, wie chinesische Konsumenten agieren und welche Einstellungen sie gegenüber ausländischen...

Co-branding provides a possible way to create brand associations and to reinforce the images of partnering brands. At the same time, important associations can be transferred from the partnering brands to a new, unknown co-brand. However, no prior study has investigated in detail which...

Online-Produktbeschreibungen stellen eine immer häufiger genutzte Informati-onsquelle im Rahmen von Kaufentscheidungen dar. Um festzustellen, wie sich Bilder und Power-Wörter, wie z.B. „neu“, auf die Wahrnehmung einer Webseite und das Informationsverhalten der Internetnutzer auswirken,...