Dierks Re-Modeling the Brand Purchase Funnel

Conceptualization and Empirical Application
1. Auflage 2017
ISBN: 978-3-658-17822-2
Verlag: Springer
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 401 Seiten

Reihe: Innovatives Markenmanagement

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.

Autoren/Hrsg.

Dierks, Alexander

Inhaltsverzeichnis

1;Foreword;6
2;Preface;8
3;Table of contents;10
4;List of figures;13
5;List of tables;14
6;List of abbreviations;15
7;Chapter A: Changing consumer behavior as a challenge for brand management;17
7.1;1. Introduction;17
7.2;2. The brand purchase funnel model: Overview and definitions;21
7.3;3. Re-modeling the brand purchase funnel: State of literature and research gap;29
7.3.1;3.1 Re-modeling the brand purchase funnel;29
7.3.1.1;3.1.1 Review A: Points of criticism that necessitate a re-modeling of the brand purchase funnel;31
7.3.1.2;3.1.2 Review B: Contemporary approaches to re-model the brand purchase funnel;34
7.3.2;3.2 Empirical application of a re-modeled brand purchase funnel;40
7.4;4. Research objectives, theoretical frame of reference, and structure;48
7.4.1;4.1 Research objectives and theoretical frame of reference;48
7.4.2;4.2 Structure of this dissertation;51
8;Chapter B: From the traditional to a more nuanced brand purchase funnel;53
8.1;1. Theoretical foundation of traditional brand purchase funnel models;53
8.1.1;1.1 Grand theory models;53
8.1.2;1.2 Hierarchy-of-effect models;57
8.1.3;1.3 Multistage sequential choice set models;62
8.1.4;1.4 Reflection and implications for the traditional brand purchase funnel;67
8.2;2. Propositions for a re-modeled brand purchase funnel;73
8.2.1;2.1 Framework for proposition development;73
8.2.2;2.2 Model conceptualization;74
8.2.2.1;2.2.1 Proposition focus: Address the buying cycle;74
8.2.2.2;2.2.2 Proposition focus: Address limitation of generalizing sequentiality;81
8.2.2.2.1;2.2.2.1 Purchase decision types;81
8.2.2.2.1.1;2.2.2.1.1 Extensive and limited purchase decisions;84
8.2.2.2.1.2;2.2.2.1.2 Habit purchase decisions;95
8.2.2.2.1.3;2.2.2.1.3 Impulse purchase decisions;102
8.2.2.2.2;2.2.2.2 Consideration set formation;107
8.2.2.3;2.2.3 Proposition focus: Address limitation of transactional linearity;116
8.2.2.3.1;2.2.3.1 Loyalty-based relationship status;116
8.2.2.3.2;2.2.3.2 Sending of (electronic) word-of-mouth;128
8.2.3;2.3 Model operationalization;138
8.3;3. Evaluation of contemporary approaches to re-model the brand purchase funnel;146
8.3.1;3.1 Consumer Decision Journey;146
8.3.2;3.2 Nonstop Customer Experience Model;151
8.3.3;3.3 Moments of Truth model;155
8.3.4;3.4 Enhanced Brand Funnel;160
8.3.5;3.5 Consumer Boulevard;166
8.3.6;3.6 Summary;173
8.4;4. Presentation of a re-modeled brand purchase funnel;175
8.5;5. Multidimensional brand image perception as an important driver in the brand purchase funnel;187
8.6;6. Development of empirical research focus and hypotheses;200
9;Chapter C: Empirical application of a re-modeled brand purchase funnel;215
9.1;1. Research design;215
9.1.1;1.1 Industry and brand selection;215
9.1.2;1.2 Research sample;218
9.1.3;1.3 Questionnaire design, pretesting, and conduct;220
9.2;2. Operationalization of measurement instruments;225
9.2.1;2.1 Operationalization of more nuanced brand purchase funnel;225
9.2.2;2.2 Operationalization of brand image constructs;230
9.2.2.1;2.2.1 Specification of brand image constructs;230
9.2.2.2;2.2.2 Evaluation of brand image constructs;242
9.2.3;2.3 Operationalization of further covariates;255
9.3;3. Research methodology;257
9.3.1;3.1 Logistic regression analysis;257
9.3.2;3.2 Hypotheses evaluation approach;261
9.4;4. Research findings;268
9.4.1;4.1 Study 1: Automotive industry;268
9.4.2;4.2 Study 2: Electricity industry;279
10;Chapter D: Discussion and outlook;291
10.1;1. Summary of findings;291
10.2;2. Managerial implications;304
10.3;3. Limitations and avenues for further research;327
11;Backup;334
12;Bibliography;350