Re-Modeling the Brand Purchase Funnel Conceptualization and Empirical Application /
Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers’ contemporary search and decision behavior and allow for...
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| Format: | Electronic eBook |
| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2017.
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| Series: | Innovatives Markenmanagement
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| Online Access: | Full Text via HEAL-Link |
