Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Give Me Something I Don't Have! Image Transfer and Spillover Effects in Online Marketplaces

Published: May 24, 2023


Florian Weyerhäuser, Saarland University; Bastian Popp, Saarland University; Patrick Klein, Saarland University, Department of Business Administration, in particular Retail Management


Customer journeys are changing, and both online marketplace operators and affiliated sellers can benefit from digital disintermediation. For a long time, the operators put a strong emphasis on strengthening their own brand and putting it into the focus of consumers, whereas the seller brands did not receive any special brand exposure. More recently, operators have realized the potential of using specific sellers’ brand attributes to improve both marketplace sales and consumers’ perception of the marketplace. The present research therefore aims to provide insights into image transfer and spillover effects within online marketplaces. Two experimental studies were conducted to test whether an online marketplace can benefit from an image transfer emanating from an affiliated seller, and vice versa. The results demonstrate that spillover effects can occur in an online marketplace environment and that both, operators, and sellers should be aware of the resulting advantages and disadvantages.