Re-modeling the brand purchase funnel : conceptualization and empirical application

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Bibliographic Information

Re-modeling the brand purchase funnel : conceptualization and empirical application

Alexander Dierks ; foreword by Christoph Burmann

(Research)(Innovatives Markenmanagement, Bd. 60)

Springer Gabler, c2017

  • : pbk

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Note

Originally presented as the author's Thesis (doctoral--University of Bremen, 2017)

Bibliography: p. 335-386

Description and Table of Contents

Description

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.

Table of Contents

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.

by "Nielsen BookData"

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