Faculty
Wiesbaden Business School

Luxury Study Germany 2023

• Representative survey of the luxury target group on purchasing habits, status, development and specializations in the luxury goods segment

MoBudget - Using company mobility budgets to sustainably change the behavior of members of staff

• Generation of success factors as acceptance drivers of the mobility budget based on company workshops and expert interviews, subsequent quantitative study with (potential) users to measure the influencing factor of mobility budgets on mobility behavior (multimodality, sustainability)

Understanding consumers' travel choices in the presence of CO2-emission information

• This project aims to promote the choice of emission-saving routes for individual passenger transportation. The project examines consumers' decision behavior between the fastest and the most environmentally friendly routes. The focus is on analyzing and quantifying the trade-off between travel time, saved emissions and comfort aspects of the journey, as well as the influence of different presentation formats (e.g., emission vs. budget savings).

Effectiveness of athlete endorsements in the presence of front-of-package nutrition labeling

• Celebrity athletes as advertising ambassadors for unhealthy foods - widely used despite ambivalent results regarding effectiveness from a Marketing perspective. Especially when consumers are provided with nutritional information about the "unhealthy" product and thus the appeal between the health perception of the product and the advertising ambassador becomes clear. The project examines and explains the effectiveness of advertising ambassadors in this context.

Digital Competence of Firms

• Conceptualization of digital competence of companies, implementation of a qualitative study (22 expert interviews), derivation of key dimensions and derivation of a framework using the grounded theory approach

Open B2B sharing

• Investigation and application of the opportunities and risks of the sharing economy in the context of small businesses in cooperation with MEWA Textil-Service AG, Frankfurt AUS, Handwerkskammer and IHK Wiesbaden. Two-stage empirical survey and practical exploration with the help of a locker system

Visual Content in Online Reviews of Search Goods

• Investigation of the extent to which consumers rate photos in online reviews of search goods as useful, implementation of an online experiment, the empirical findings partially confirm the assumption on the usefulness of photos in online reviews