Re-Modeling the Brand Purchase Funnel : Conceptualization and Empirical Application
1st ed. 2017
Book Details
Format
Paperback / Softback
Book Series
Innovatives Markenmanagement
ISBN-10
3658178213
ISBN-13
9783658178215
Edition
1st ed. 2017
Publisher
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Apr 13th, 2017
Print length
386 Pages
Product Classification:
Sales & marketingSales and marketing
Ksh 14,400.00
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Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel.
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.
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