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Re-Modeling the Brand Purchase Funnel

Conceptualization and Empirical Application

Alexander Dierks (Autor)

Buch | Softcover

XVIII, 386 Seiten

2017 | 1st ed. 2017
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-17821-5 (ISBN)

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Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers' contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model's value add is investigated based on two survey-based studies from the automotive and the electricity industry. Using logistic regression analysis, the author uncovers insightful differences in the determinants of consumers' purchase decisions depending on the stage of consideration set formation. The findings support the employment of the more nuanced funnel in brand management.

Dr. Alexander Dierks received his PhD at Prof. Dr. Christoph Burmann's Chair of innovative Brand Management (LiM®) at the University of Bremen.

Consumer Behavior as a Challenge for Brand Management.- The Brand Purchase Funnel Model.- From the Traditional to a More Nuanced Brand Purchase Funnel.- Empirical Application of a Re-Modeled Brand Purchase Funnel.

Erscheinungsdatum	27.04.2017
Reihe/Serie	Innovatives Markenmanagement
Zusatzinfo	XVIII, 386 p. 22 illus., 2 illus. in color.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	526 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Brand Management • Brand Performance • Consumer Behavior • Consumers Purchase Decision • Marketing management
ISBN-10	3-658-17821-3 / 3658178213
ISBN-13	978-3-658-17821-5 / 9783658178215
Zustand	Neuware