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

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


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.


Purchase Decision Brand Image Brand Loyalty Behavioral Loyalty Attitudinal Loyalty 
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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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