Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application

Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application

Dierks, Alexander

Paperback

Series: Innovatives Markenmanagement

Investing & FinanceMarketingGraphic Design

ISBN10: 3658178213
ISBN13: 9783658178215
Publisher: Springer Gabler
Published: Apr 13 2017
Pages: 386
Weight: 1.06
Height: 0.83 Width: 5.83 Depth: 8.27
Language: English
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.

Also in

Marketing

View All