Acknowledgements

As is expected with an endeavor of this scope, there are a number of people who have helped to make it possible. I would like to take this opportunity to thank them.

I would like to thank the Professor Dr. Wolfgang H. Janko for accepting me as a doctoral student and supervising my thesis. At his chair the Department of Information Business he provided me generously with the necessary support and environment needed to complete this thesis.

Likewise I would like to thank my co-supervisor Prof. Dr. Thomas Reutterer of the Department of Retailing and Marketing. He provided the necessary backup to position this thesis within the current marketing literature.

Dr. Michael Hahsler of the Department of Information Business was my mentor throughout my dissertation. We had many challenging intellectual conversations and he guided me in my research and provided many practical advices how to conduct my research. To him I am greatly indebted for all his support.

I thank all the wonderful colleges I had at the Department of Information Business. I especially thank Christian Neumann who I shared oce with for having a great time together.

Last but not least I thank my girl-friend Laura Jahnke for her support and strong encouragement during the completion of my thesis and for being there for me when I needed her.