Paths to purchase : the role of the online environment and the fluctuation of customer brand engagement

2016

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 the field of marketing lies in a fairly new concept called customer brand engagement (CBE). The nature of CBE has been studied to some extent, but further research is needed, especially on fluctuation, since most research focuses on observing CBE levels during a specific context and time. The aim of this research is to create insight into the customer decision-making process and CBE. The focus is…