Chapter B: From the traditional to a more nuanced brand purchase funnel
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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.
KeywordsPurchase Decision Brand Image Brand Loyalty Behavioral Loyalty Attitudinal Loyalty
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