Introduction

Abstract

In mature markets, the brands offered are often identical in their core product features. Therefore, differences in product quality are hardly discernible for the consumers. A frequently postulated solution to this dilemma is the placement of additional experience-orientated values in advertising, design, point-of-sale and packaging activities (Belz 1989, 264; Weinberg 1992; Kroeber-Riel and Weinberg 2003, 221).