Chapter C: Empirical application of a re-modeled brand purchase funnel

Part of the Innovatives Markenmanagement book series (INMA)


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.


Partial Little Square Empirical Application Brand Image Average Variance Extract Corporate Brand 
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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.Lehrstuhl für innovatives Markenmanagement (LiM®)Universität Bremen/FB7BremenGermany

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