40% off Popular Science books & eBooks—Save on general interest titles now!

Innovatives Markenmanagement

Re-Modeling the Brand Purchase Funnel

Conceptualization and Empirical Application

Authors: Dierks, Alexander

Free Preview
  • Publication in the field of economic science.

Buy this book

eBook $84.99
price for USA in USD
  • ISBN 978-3-658-17822-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $109.99
price for USA in USD
  • ISBN 978-3-658-17821-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

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.

About the authors

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

Table of contents (4 chapters)

Table of contents (4 chapters)
  • Chapter A: Changing consumer behavior as a challenge for brand management

    Pages 1-36

    Dierks, Dr. Alexander

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

    Pages 37-198

    Dierks, Dr. Alexander

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

    Pages 199-274

    Dierks, Dr. Alexander

  • Chapter D: Discussion and outlook

    Pages 275-317

    Dierks, Dr. Alexander

Buy this book

eBook $84.99
price for USA in USD
  • ISBN 978-3-658-17822-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $109.99
price for USA in USD
  • ISBN 978-3-658-17821-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Re-Modeling the Brand Purchase Funnel
Book Subtitle
Conceptualization and Empirical Application
Authors
Series Title
Innovatives Markenmanagement
Copyright
2017
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH
eBook ISBN
978-3-658-17822-2
DOI
10.1007/978-3-658-17822-2
Softcover ISBN
978-3-658-17821-5
Series ISSN
2627-1109
Edition Number
1
Number of Pages
XVIII, 386
Number of Illustrations
20 b/w illustrations, 2 illustrations in colour
Topics