Abstract
In the past, three interrelated, process-oriented theoretical approaches have been used to support linear funnel models. These are the comprehensive models of the “grand theory” as well as hierarchy-of-effect models from advertising research and multistage choice set models from behavioral decision theory. Notwithstanding certain similarities, there are differences in these theories.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2017 Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Dierks, A. (2017). Chapter B: From the traditional to a more nuanced brand purchase funnel. In: Re-Modeling the Brand Purchase Funnel. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17822-2_2
Download citation
DOI: https://doi.org/10.1007/978-3-658-17822-2_2
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-17821-5
Online ISBN: 978-3-658-17822-2
eBook Packages: Business and ManagementBusiness and Management (R0)