| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Trust in motorcycle brands : an empirical study on brand personality and trust building measures on motorcycle websites |
| Autor/-in: | Seiler, Roger Schuppisser, Stefan Koruna, Stefan |
| Tagungsband: | 10th & 11th international confernces on new challenges in management and business |
| Seite(n): | 74 |
| Angaben zur Konferenz: | NCM Conference, Dubai, United Arab Emirates, 23 March 2018 |
| Erscheinungsdatum: | 2018 |
| Sprache: | Englisch |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Functional differentiation has become difficult as most motorcycle brands today build high quality products. Therefore, trust and brand personality are increasingly important means of differentiation. In this study, we look into consumers’ perception of motorcycle brands, i.e. which brands are the most trusted ones and which online measures (customer reviews, testimonials, guarantee extension, product configurator, SSL (Secure Sockets Layer) encryption and plain text as well as text and picture product description) have a positive effect on consumers’ trust. An online survey containing an experiment is conducted in Switzerland leading to 302 fully completed surveys. The most trusted brands are Kawasaki, Honda, Yamaha, BMW, Suzuki, KTM, Harley Davidson, and Ducati. Brands with a more functional brand personality are perceived as more trustworthy than brands with an emotional brand personality. All online trust-building measures show a positive effect on trust. Therefore, motorcycle manufacturers can be advised to make use of customer ratings, testimonials, guarantee extensions, offering a product configurator as well as SSL encryption and prominently displaying pictures when describing their products online. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/7454 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
Dateien zu dieser Ressource:
Es gibt keine Dateien zu dieser Ressource.
Alle Ressourcen in diesem Repository sind urheberrechtlich geschützt, soweit nicht anderweitig angezeigt.