Conceptualization and Empirical Application
1. Auflage 2017,
386 Seiten, Kartoniert, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 5195 g
Reihe: Innovatives Markenmanagement
Dierks Re-Modeling the Brand Purchase FunnelAlexander 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.
Weitere Infos & Material
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.