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

  • Alexander Dierks
Part of the Innovatives Markenmanagement book series (INMA)


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.


Consumer Behavior Brand Equity Purchase Decision Brand Image Purchase Behavior 
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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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