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The influence of marketing communications on the consumer path to purchase for both online and in-store purchases

thesis
posted on 17.05.2017, 02:50 by Jason Pallant
This thesis examines the way online browsing and online or in-store purchasing behaviours evolve across the purchases customers make from a brand, and how this is influenced by the marketing communications that customers receive from that brand and its competitors. A sample of customers of three different retail brands are tracked over a two year period, and changes to browsing and purchase behaviour are observed. A model is developed which predicts the way customers are most likely to evolve from one purchase to the next, and demonstrates the way these changes to behaviour are influenced by marketing communications including emails and catalogues.

History

Campus location

Australia

Principal supervisor

Peter Joseph Danaher

Additional supervisor 1

Tracey Danaher

Additional supervisor 2

Sean Sands

Year of Award

2017

Department, School or Centre

Marketing

Course

Doctor of Philosophy

Degree Type

Doctorate

Faculty

Faculty of Business and Economics

Exports