Re-Modeling the Brand Purchase Funnel : Conceptualization and Empirical Application / by Alexander Dierks

Von:

Dierks, Alexander [aut]

Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Innovatives Markenmanagement | SpringerLink Bücher | Springer eBook Collection Business and ManagementVerlag: Wiesbaden : Springer Gabler, 2017Beschreibung: Online-Ressource (XVIII, 386 p. 22 illus., 2 illus. in color, online resource)ISBN:

9783658178222

Schlagwörter:

Andere physische Formen: 9783658178215 | Druckausg.: 978-3-658-17821-5 | Printed edition: 9783658178215 | Erscheint auch als: Re-modeling the brand purchase funnel. Druck-Ausgabe Wiesbaden : Springer Gabler, 2017. XVIII, 386 SeitenDOI: DOI: 10.1007/978-3-658-17822-2Online-Ressourcen:

Zusammenfassung: 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 BremenZusammenfassung: 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 FunnelPPN: PPN: 165819621XPackage identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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