Abstract
Chapter C1 serves to introduce the empirical design, specifically the industry and brand focus (C1.1), the research sample (C1.2), as well as the questionnaire and survey approach (C1.3). In order to test the hypotheses, the dissertation builds on online surveys conducted among end consumers in late 2013 and early 2014 in Germany. As the data has been collected for a purpose different from this study’s, it is formally secondary.
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Dierks, A. (2017). Chapter C: Empirical application of a re-modeled 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_3
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DOI: https://doi.org/10.1007/978-3-658-17822-2_3
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-17821-5
Online ISBN: 978-3-658-17822-2
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