1. Marketing Department, TU Dortmund University, Otto-Hahn-Straße 6, Dortmund, 44221, Germany;
2. Marketing Department, University of Paderborn, Warburger Strasse 100, Paderborn, 33098, Germany ;
3. Department of Marketing and International Business, University of Turku, Turku, Finland;
4. Marketing Area, INSEAD, Boulevard de Constance, Fontainebleau, 77300, France;
5. Department of Marketing and Sales Management, Justus Liebig University, Licher Strasse 66, Giessen, 35394, Germany