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Chapter B: From the traditional to a more nuanced brand purchase funnel

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

Abstract

In the past, three interrelated, process-oriented theoretical approaches have been used to support linear funnel models. These are the comprehensive models of the “grand theory” as well as hierarchy-of-effect models from advertising research and multistage choice set models from behavioral decision theory. Notwithstanding certain similarities, there are differences in these theories.

Keywords

Purchase Decision Brand Image Brand Loyalty Behavioral Loyalty Attitudinal Loyalty 
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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