Re-Modeling the Brand Purchase Funnel

1. Front Matter

   Pages i-xviii

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2. Chapter A: Changing consumer behavior as a challenge for brand management

   • Alexander Dierks

   Pages 1-36

3. Chapter B: From the traditional to a more nuanced brand purchase funnel

   • Alexander Dierks

   Pages 37-198

4. Chapter C: Empirical application of a re-modeled brand purchase funnel

   • Alexander Dierks

   Pages 199-274

5. Chapter D: Discussion and outlook

   • Alexander Dierks

   Pages 275-317

6. Back Matter

   Pages 319-386

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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 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.

• Consumer Behavior
• Brand Management
• Consumers Purchase Decision
• Marketing Management
• Brand Performance

• Lehrstuhl für innovatives Markenmanagement (LiM®), Universität Bremen/FB7, Bremen, Germany

  Alexander Dierks

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

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