Re-Modeling the Brand Purchase Funn - E-book

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Re-modeling The Brand Purchase Funnel - ENG

Conceptualization And Empirical Application

Alexander Dierks

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Sinopsis

ISBN:	9783658178222
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2017-04-05

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 consumersâ€™ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model 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 consumersâ€™ 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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