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Essays on congruence theory in marketing

Special focus on digital products and webstores

  • Book
  • © 2022

Overview

Authors:
  1. Robér Rollin

    1. Weimar, Germany

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  • 737 Accesses

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Table of contents (4 chapters)

  1. Front Matter

    Pages i-xi
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  2. Introduction

    • RobĂ©r Rollin
    Pages 1-10

  3. Structure and Content of the Essays

    • RobĂ©r Rollin
    Pages 11-23

  4. Essays

    • RobĂ©r Rollin
    Pages 25-136

  5. General Conclusion

    • RobĂ©r Rollin
    Pages 137-150

  6. Back Matter

    Pages 151-168
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Keywords

About this book

Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.

Authors and Affiliations

  • Weimar, Germany

    Robér Rollin

About the author

Robér Rollin works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses on social media, digital marketing and consumer behaviour.

Bibliographic Information

  • Book Title: Essays on congruence theory in marketing

  • Book Subtitle: Special focus on digital products and webstores

  • Authors: RobĂ©r Rollin

  • Series Title: Handel und Internationales Marketing Retailing and International Marketing

  • DOI: https://doi.org/10.1007/978-3-658-39364-9

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics (German Language)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022

  • Softcover ISBN: 978-3-658-39363-2Published: 01 October 2022

  • eBook ISBN: 978-3-658-39364-9Published: 30 September 2022

  • Series ISSN: 2626-3327

  • Series E-ISSN: 2626-3335

  • Edition Number: 1

  • Number of Pages: XI, 168

  • Number of Illustrations: 14 b/w illustrations

  • Topics: Marketing

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