Essays on congruence theory in marketing: Special focus on digital products and webstores - Handel und Internationales Marketing Retailing and International Marketing 1st ed. 2022 edition

Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.