The suffering company: Consumer compassion towards companies exposed to negative events

2019

Perceived Product Risk while Shopping Online: Does Virtual Reality vs. 2D Reduce Uncertainty?

2019

This research explores if a virtual reality (VR) vs. a 2D display of an online shop reduces the perceived product risk. Thereby the role of the sense of presence (SoP) will be analyzed and whether the evocation of the SoP can be predicted by the possibility to interact with the virtual environment as well as by the social connectivity with a friend while shopping online. The results of three empirical studies affirm the importance of a VR display to reduce uncertainties regarding the products in online shops and outline techniques how to trigger the SoP.

Direct and indirect effects of self-image congruence on brand loyalty

2006

The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting b…