Re-Modeling the Brand Purchase Funnel

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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

Zusammenfassung

Publication in the field of economic science.

Includes supplementary material: [...]

Inhaltsverzeichnis

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.

Details

Erscheinungsjahr:	2017
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	xviii 386 S. 20 s/w Illustr. 2 farbige Illustr. 386 p. 22 illus. 2 illus. in color.
ISBN-13:	9783658178215
ISBN-10:	3658178213
Sprache:	Englisch
Herstellernummer:	978-3-658-17821-5
Einband:	Kartoniert / Broschiert
Autor:	Dierks, Alexander
Auflage:	1st edition 2017
Hersteller:	Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden GmbH
Verantwortliche Person für die EU:	Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	210 x 148 x 22 mm
Von/Mit:	Alexander Dierks
Erscheinungsdatum:	13.04.2017
Gewicht:	0,521 kg