Professor Chatrath is the Director of the Sport & Event Management program in Berlin. He is a Professor of Sport Marketing – currently the only one in Germany with this focus. With competencies in Business Administration, Service Management, Consumer Behavior, Sports Marketing (Ticketing, Sponsoring), Football Management, and Ethics in Sport, he can teach multiple courses in the field of Sport Management, Sport Marketing, and Business.
PortfolioThis preprint tries to answer the following questions: 1. How can we conceptualise the effect of fear on consumer behavior in a services context? 2. What appropriate countermeasures should service firms take to mitigate the negative effect of fear on purchase intention?
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Find publication here: https://doi.org/10.13140/RG.2.2.27989.96484/1
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