Chapter D: Discussion and outlook

Part of the Innovatives Markenmanagement book series (INMA)


Illustrated by this discrepancy in the literature, Chapter A introduced the question to what extent it is necessary to re-model the established brand purchase funnel to allow for a more nuanced reflection of consumer purchase behavior. In light of the model’s theoretical grounding and broad managerial application, in particular for brand performance controlling, this topic has gained in interest among both marketing researchers and managers. This thesis elaborated on it from a brand management perspective.


Brand Image Brand Loyalty Corporate Brand Brand Manager Touch Point 
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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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