Die kognitive Legitimität aus Kundensicht im Kontext neuer Unternehmen

Customer cognitive legitimacy is an important factor in a new business venture’s survival. Based on an extensive literature review of customer cognitive legitimacy, this book examines the consistent conceptualisation of the concept and its dimensional structure. This consistent conceptualisation facilitates the development of the reliable and valid three-dimensional customer cognitive legitimacy scale in 10 studies. The scale is based on potential customers’ interest in acquiring knowledge about a product and the company responsible for it, their perception of the company’s and the product’s future, and their perception of how competent the company’s managers are.