Titlebook: Handbuch Umformtechnik; Grundlagen, Technolo Eckart Doege,Bernd-Arno Behrens Book 20071st edition Springer-Verlag Berlin Heidelberg 2007 Fo

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a significant impact on consumers’ buying decisions (Arndt, 1967; Chatterjee, 2001; Katz and Lazarfeld, 1955), as well as on post-purchase product perceptions (Bone, 1995). This communication process is called word of mouth (WOM) and it is considered more effective than traditional marketing tools

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0th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Ag

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ucts in this virtual ‘establishment’ and that therefore their perception of risk increases (Rowley, 2004). Those brands that enjoy a strong reputation and high brand value generate a reduced perception of risk for the client, along with greater credibility and brand preference – thereby encouraging

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Springer-Verlag Berlin Heidelberg 2007

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