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

Chapter
Part of the Innovatives Markenmanagement book series (INMA)

Abstract

Consumer purchase behavior is changing. This observation is underlying the MARKETING SCIENCE INSTITUTE’S central research priority “Understanding Customers and the Customer Experience”, and is a fact that is equally well acknowledged by academic researchers and marketing managers. In literature, the profound changes are often related to two underlying trends in industry dynamics.

Keywords

Consumer Behavior Brand Equity Purchase Decision Brand Image Purchase Behavior 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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