Description: Re-Modeling the Brand Purchase Funnel : Conceptualization and Empirical Application, Paperback by Dierks, Alexander; Burmann, Christoph, Dr. (FRW), ISBN 3658178213, ISBN-13 9783658178215, Like New Used, Free shipping in the US 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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Book Title: Re-Modeling the Brand Purchase Funnel : Conceptualization and Empirical Application
Number of Pages: Xviii, 386 Pages
Language: English
Publisher: Springer Fachmedien Wiesbaden Gmbh
Publication Year: 2017
Topic: Marketing / General, Graphic Arts / Branding & Logo Design, Consumer Behavior
Illustrator: Yes
Genre: Design, Business & Economics
Item Weight: 183.2 Oz
Item Length: 8.3 in
Author: Alexander Dierks
Book Series: Innovatives Markenmanagement Ser.
Item Width: 5.8 in
Format: Trade Paperback
