Paths to purchase the role of the online environment and the fluctuation of customer brand engagement
Customers´ paths to purchase are constantly developing due to digitalization. Online channels enable customers to guide their own decision processes more than ever. When understanding the complex buying journeys, companies can gain competitive advantage. Another current and interesting phenomena in...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2016
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/50976 |