Abstracts
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.
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Dierks, A. (2017). Chapter D: Discussion and outlook. In: Re-Modeling the Brand Purchase Funnel. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17822-2_4
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DOI: https://doi.org/10.1007/978-3-658-17822-2_4
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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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