Re-modeling the brand funnel to address changes in consumer behavior : State of the literature and future research needs
| File | Description | Size | Format | |
|---|---|---|---|---|
| Burmann_Dierks_2015_LiM_working_paper_56_Brand_funnel_model_vfinal.pdf | 944.56 kB | Adobe PDF | View/Open |
| Authors: | Burmann, Christoph  Dierks, Alexander |
Editors: | Burmann, Christoph |
Publisher: | Lehrstuhl für innovatives Markenmanagement und Marketing (LiM) | Abstract: | Re-modeling the brand funnel to address changes in consumer behavior |
Keywords: | brand funnel; consumer behaivor | Issue Date: | Nov-2015 | Series: | LiM-Arbeitspapiere | Volume: | 56 | Type: | Artikel/Aufsatz | ISSN: | 1613-0936 | DOI: | 10.26092/elib/1704 | URN: | urn:nbn:de:gbv:46-elib61420 | Institution: | Universität Bremen | Faculty: | Fachbereich 07: Wirtschaftswissenschaft (FB 07) | Institute: | Lehrstuhl für innovatives Markenmanagement und Marketing (LiM) |
| Appears in Collections: | Forschungsdokumente |
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