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.
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© 2017 Springer Fachmedien Wiesbaden GmbH
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Dierks, A. (2017). Chapter B: From the traditional to a more nuanced brand purchase funnel. In: Re-Modeling the Brand Purchase Funnel. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17822-2_2
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DOI: https://doi.org/10.1007/978-3-658-17822-2_2
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-17821-5
Online ISBN: 978-3-658-17822-2
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