Master's Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Munster, language: English, abstract: The internet has provided fertile ground for turning the traditional niche activity of second-hand shopping into a mass phenomenon. Various successful consumer-to-consumer-platforms such as eBay.de facilitate the exchange of second-hand goods for both resellers and buyers, with branded products being especially popu-lar. This development has fostered concerns from brand manufacturers. They fear that...