Chapter A: Changing consumer behavior as a challenge for brand management
- 1.4k Downloads
Consumer purchase behavior is changing. This observation is underlying the MARKETING SCIENCE INSTITUTE’S central research priority “Understanding Customers and the Customer Experience”, and is a fact that is equally well acknowledged by academic researchers and marketing managers. In literature, the profound changes are often related to two underlying trends in industry dynamics.
KeywordsConsumer Behavior Brand Equity Purchase Decision Brand Image Purchase Behavior
Unable to display preview. Download preview PDF.