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Chapter A: Changing consumer behavior as a challenge for brand management Read chapter Read first chapter

2017 | OriginalPaper | Chapter

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

Author : Dr. Alexander Dierks

Published in: Re-Modeling the Brand Purchase Funnel

Publisher: Springer Fachmedien Wiesbaden

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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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previous chapter Chapter B: From the traditional to a more nuanced brand purchase funnel
next chapter Chapter D: Discussion and outlook
Metadata
Title
Chapter C: Empirical application of a re-modeled brand purchase funnel
Author
Dr. Alexander Dierks
Copyright Year
2017
Book
Re-Modeling the Brand Purchase Funnel

Print ISBN: 978-3-658-17821-5

Electronic ISBN: 978-3-658-17822-2

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-658-17822-2_3