Re-Modeling the Brand Purchase Funnel

Released on by Alexander Dierks
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  • Re-Modeling the Brand Purchase Funnel Book Detail

  • Author : Alexander Dierks
  • Release Date : 2017-04-05
  • Publisher : Springer
  • Genre : Business & Economics
  • Pages : 401
  • ISBN 13 : 3658178221
  • File Size : 97,97 MB
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Re-Modeling the Brand Purchase Funnel by Alexander Dierks PDF Summary

Book 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.

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Re-Modeling the Brand Purchase Funnel

Re-Modeling the Brand Purchase Funnel

File Size : 71,71 MB
Total View : 9760 Views
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Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and

Identity-Based Brand Management

Identity-Based Brand Management

File Size : 73,73 MB
Total View : 4580 Views
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This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand ident