This paper investigates the perceived trustworthiness and convenience of car subscriptions in Switzerland. Evidence has been found that age, car ownership and environmental consciousness of the respondents have a statistically significant impact on trust and perceived convenience while the place...

Many luxury brands have ventured into the virtual realm (e.g., metaverse, AR product displays) to showcase their products. However, prior research has failed to empirically test how virtuality affects luxury brand perceptions. Because the fundamental nature of luxury brands (i.e., high quality,...

Tracking consumer perceptions over time is a crucial component of brand success. Yet, many companies struggle to do so because continuous consumer surveying is costly and challenging. Building on established research about consumer-based brand equity, this article presents a practical approach...

Many luxury brands have ventured into the virtual realm (e.g., metaverse, AR product displays) to showcase their products. However, prior research has failed to empirically test how virtuality affects luxury brand perceptions. Because the fundamental nature of luxury brands (i.e., high quality,...

Die Einführung von Flugtaxis hat das Potenzial, die Art und Weise zu verändern, wie wir uns in der Luft fortbewegen. Mit Unternehmen wie Volocopter, die ihre Flugtaxi-Modelle in den nächsten Jahren auf den Markt bringen wollen, stellt sich die Frage: Wie werden Flugtaxis unsere Mobilität in...

Augmented reality (AR) is coming of age. Yet it remains unclear how AR will provide value to brick-and-mortar customers and firms. Based on 12 expert interviews, this article outlines how AR can facilitate value creation for brick-and-mortar customer journeys. Managers should be aware of such...

Das Influencer Marketing stellt ein neuartiges Instrument im Marketingmix dar, das zunehmende Verbreitung findet. Dieser Artikel fasst die zentralen Schritte des Influencer-Marketing-Managements zusammen und zeigt auf, welche Stellhebel es bei der erfolgreichen Umsetzung zu beachten gilt.

Innovation platforms are powerful instruments for harnessing crowd creativity. Yet, platform users still struggle with cognitive barriers when looking to unfold their creative potential. This conceptual article identifies three barriers from innovation literature and outlines how artificial...

We use variation in wind speeds at surfing locations in Switzerland as exogenous shifters of users' propensity to post content about their surfing activity onto an online social network. We exploit this variation to test whether users' online content generation activity has a causal effect on...