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Geld-zurck-Garantien

Geld-zurck-Garantien

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834980359
Condition
New
Product Description

Geld-zurck-Garantien (GzG) erfreuen sich in der Unternehmenspraxis immer grerer Beliebtheit. Fr den erfolgreichen Einsatz dieses Marketing-Instruments ist jedoch eine detaillierte Kenntnis darber erforderlich, welcher Einfluss von GzG auf Kaufentscheidungen ausgeht. Vor diesem Hintergrund leitet Matthias Vieth die Wirkungsweise von GzG auf Basis verschiedener verhaltenswissenschaftlicher Theorien her. Im Rahmen einer umfassenden empirischen Untersuchung zeigt sich, dass GzG grundstzlich ein wirksames Instrument zur Steigerung der Kaufabsicht darstellen. Allerdings sind verschiedene Einflussfaktoren zu bercksichtigen, die der Autor systematisch analysiert. Die Ergebnisse werden in konkrete Handlungsempfehlungen fr den Einsatz von GzG umgesetzt.

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