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Re-Modeling the Brand Purchase Funnel

Conceptualization and Empirical Application

  • Book
  • © 2017

Overview

Authors:
  1. Alexander Dierks

    1. Lehrstuhl für innovatives Markenmanagement (LiM®), Universität Bremen/FB7, Bremen, Germany

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  • Publication in the field of economic science.
  • Includes supplementary material: sn.pub/extras
  • Includes supplementary material: sn.pub/extras

Part of the book series: Innovatives Markenmanagement (INMA)

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Table of contents (4 chapters)

  1. Front Matter

    Pages i-xviii
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  2. Chapter A: Changing consumer behavior as a challenge for brand management

    • Alexander Dierks
    Pages 1-36

  3. Chapter B: From the traditional to a more nuanced brand purchase funnel

    • Alexander Dierks
    Pages 37-198

  4. Chapter C: Empirical application of a re-modeled brand purchase funnel

    • Alexander Dierks
    Pages 199-274

  5. Chapter D: Discussion and outlook

    • Alexander Dierks
    Pages 275-317

  6. Back Matter

    Pages 319-386
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Keywords

About this book

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.

Authors and Affiliations

  • Lehrstuhl für innovatives Markenmanagement (LiM®), Universität Bremen/FB7, Bremen, Germany

    Alexander Dierks

About the author

Dr. Alexander Dierks received his PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management (LiM®) at the University of Bremen.

Bibliographic Information

  • Book Title: Re-Modeling the Brand Purchase Funnel

  • Book Subtitle: Conceptualization and Empirical Application

  • Authors: Alexander Dierks

  • Series Title: Innovatives Markenmanagement

  • DOI: https://doi.org/10.1007/978-3-658-17822-2

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH 2017

  • Softcover ISBN: 978-3-658-17821-5Published: 13 April 2017

  • eBook ISBN: 978-3-658-17822-2Published: 05 April 2017

  • Series ISSN: 2627-1109

  • Series E-ISSN: 2627-1117

  • Edition Number: 1

  • Number of Pages: XVIII, 386

  • Number of Illustrations: 20 b/w illustrations, 2 illustrations in colour

  • Topics: Branding, Consumer Behavior

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