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HHL Leipzig Graduate School of Management
Consumer behavior in a multichannel context and its managerial implications
Abstract
dc:description.abstractThe dissertation project consists of four papers. Two papers are concerned with multichannel customer behavior: (a) drivers of competitive webrooming and (b) profitability effects of offline channel additions. The remaining two papers deal with consumer reactions towards different website cookie notifications.
Degree
thesis:*- Level thesis:degree_level
- thesis.doctoral
- Grantor dc:publisher
- HHL Leipzig Graduate School of Management
- Year
- 2020
Author and committee
dc:creator, dc:contributor.*- Author dc:creator
-
- Bornschein, Rico
- Contributors dc:contributor
-
- Kirchgeorg, Manfred
- Maier, Erik