Open Access

Individual consumer characteristics, particularly personality traits, have received limited attention within the extensive body of research on the attraction effect, despite the general consensus that the decision-making process influences this phenomenon. This study seeks to shed light on the question, which role personality traits as individual consumer characteristics play for the attraction effect. To investigate this, an experiment was conducted using an online survey. The personality of the subjects (N = 125) is specified as scores of the Big Five personality traits, assessed using the IPIP-D-120, a German-language self-report measure instrument for the Five-Factor Model. Based on participants’ hypothetical choices on eighteen product selection tasks designed to elicit attraction effects, individual susceptibility to the attraction effect is measured. Potential effects of personality on participants’ degrees of susceptibility to the attraction effect are analyzed using multivariate regressions. The results suggest that two dimensions of personality moderate the attraction effect: Decoys may be less likely to induce attraction effects among individuals scoring high on Neuroticism (β = -0.18, p = .08), while consumers scoring high on Openness to Experience may be more prone to decoy-induced choices (β = 0.19, p = .08). However, these findings should be questioned until they are confirmed by potentially future studies, as there are limitations regarding their validity and reliability.

This thesis examines the market potential of the company XION in the fields of endo- scopic urology and gynecology in the USA, China, Brazil and Ireland. The aim is to develop a standard portfolio to enable successful market expansion. The political, eco- nomic, socio-cultural, technological, ecological and legal framework conditions in the selected countries are analyzed using a PESTEL analysis. In addition, expert inter- views were conducted in order to gain a deeper understanding of the specific require- ments of the markets and customers. A qualitative content analysis according to Mayr- ing was used to evaluate the interview data and a gap analysis revealed gaps in XION's existing portfolio based on market requirements. The results show that the countries analyzed offer a considerable market potential for XION and that the standard portfo- lio developed enables the company to position itself successfully in these markets.

This thesis explores how consumers in Peru and Germany perceive McDonald’s brand image online, focusing on overall brand perception and the influence of social media content. This research employs Keller’s (1993) Customer-Based Brand Equity (CBBE) framework, which provides a comprehensive approach to understanding brand equity from the consumer’s perspective, with brand image as a crucial component. This framework analyzes brand image through the dimensions of brand associations—types, favorability, strength, and uniqueness. A qualitative research design, utilizing semi-structured interviews with ten participants from both countries —five from Peru and five from Germany—complemented by an analysis of McDonald’s Instagram content, reveals that McDonald’s brand image is linked to consistency, reliability, and nostalgia. However, concerns about food quality, health, and employment practices persist. The findings suggest that the relevance and appeal of social media content are more crucial than its format in shaping brand perception. This research provides valuable insights for global brands on managing online consumer perceptions and enhancing their brand image across diverse markets.

This bachelor thesis presents a comprehensive marketing concept for SAP products in the automotive sector and introduces the complex world of SAP consulting, particularly regarding the freelancer Viktor Ott of Business Consulting Ott. The bachelor thesis begins with an executive summary explaining the study's results. A brief introduction to the topic follows this. The next step is an in-depth analysis of the market situation in the automotive sector, which forms the basis for developing an effective marketing concept. The analysis is refined using the theoretical approaches "SWOT analysis" and "Marketing Mix". This thesis focuses on developing a website for Business Consulting Ott, which serves to market SAP products, the company, and the freelancer himself. This website is used as a central tool for the marketing concept. Based on the analysis findings, specific marketing goals and strategies are defined to increase the presence and success of SAP products in the automotive sector. Both short-term and long-term measures are considered. Finally, there is a summary, performance measurement, and a recommendation for action from the author of this bachelor thesis.

Das Ziel der vorliegenden Bachelorarbeit ist es, zu untersuchen, wie das Image von Automobilmarken wahrgenommen wird, insbesondere im Kontext ihres Engagements im Motorsport, und welche Auswirkungen dies auf die Glaubwürdigkeit ihrer Nachhaltigkeitskommunikaton hat. Dafür wurde folgende Forschungsfrage gestellt: „Inwiefern beeinflusst das Engagement von Automobilmarken im Motorsport deren Wahrnehmung hinsichtlich der Glaubwürdigkeit ihrer Nachhaltigkeitskommunikation und ihres Markenimages?“ Um diese Forschungsfrage zu beantworten, wurde eine quantitative Forschung, in Form einer Umfrage zur Wahrnehmung von Automobilmarken unter gewissen Umständen, durchgeführt. Die Umfrage bezog sich dabei auf den deutschsprachigen Raum und auf die Marke BMW. Die Auswertung der Umfrage deutete darauf hin, dass es leichte Tendenzen in Bezug auf die Art der Rennserie gab, in der die Automarke aktiv ist, insbesondere ob diese von Anfang an für Nachhaltigkeit stand oder erst seit Kurzem. Motorsport und glaubwürdige Nachhaltigkeitskommunikation können erfolgreich miteinander kombiniert werden, besonders in Rennserien wie der Formel E, die einen positiven Beitrag zum Markenimage leisten. Engagements in derartigen Serien sind sowohl für das Markenimage als auch für die Glaubwürdigkeit der Nachhaltigkeitskommunikation vorteilhaft. Im Gegensatz dazu wurden Serien ohne ursprünglichen Nachhaltigkeitsfokus, wie die Formel 1, weniger positiv, aber nicht zwangsläufig negativ wahrgenommen. Weitere Forschungen in diesem Bereich könnte sich auf eine größere Testgruppe und ein breiteres geografisches Einzugsgebiet konzentrieren. Zudem wäre es sinnvoll, weitere Automobilmarken und Rennserien in die Betrachtung einzubeziehen.