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Re-Modeling the Brand Purchase Funnel

Conceptualization and Empirical Application

  • Alexander Dierks

Part of the Innovatives Markenmanagement book series (INMA)

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Alexander Dierks
    Pages 275-317
  3. Back Matter
    Pages 319-386

About this book

Introduction

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.

Contents

  • Changing Consumer Behavior as a Challenge for Brand Management
  • The Brand Purchase Funnel Model
  • From the Traditional to a More Nuanced Brand Purchase Funnel
  • Empirical Application of a Re-Modeled Brand Purchase Funnel

Target Groups

  • Researchers and students in the fields of management, marketing, brand management, and consumer behavior
  • Managers and practitioners in the fields of brand and customer management

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.

Keywords

Consumer Behavior Brand Management Consumers Purchase Decision Marketing Management Brand Performance

Authors and affiliations

  • Alexander Dierks
    • 1
  1. 1.Lehrstuhl für innovatives Markenmanagement (LiM®)Universität Bremen/FB7BremenGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-17822-2
  • Copyright Information Springer Fachmedien Wiesbaden GmbH 2017
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-17821-5
  • Online ISBN 978-3-658-17822-2
  • Buy this book on publisher's site