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Re-Modeling the Brand Purchase Funnel

By Alexander Dierks

Re-Modeling the Brand Purchase Funnel Law

Re-Modeling the Brand Purchase Funnel

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Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
404
Release Date:
2017-04-13
Publication Date:
2017-04-13
Publisher:
Springer VS
Languages:
Original: English
ISBN10:
3658178213
ISBN13:
9783658178215
GPSR Manufacturer Reference:
[email protected]
Weight:
521 g
Height:
148 cm
Width:
210 cm
Thickness:
22 cm
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