Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application

by Alexander Dierks

Overview

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

ISBN-13:	9783658178215
Publisher:	Springer Fachmedien Wiesbaden
Publication date:	04/05/2017
Series:	Innovatives Markenmanagement
Edition description:	1st ed. 2017
Pages:	386
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

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

Consumer Behavior as a Challenge for Brand Management.- The Brand Purchase Funnel Model.- From the Traditional to a More Nuanced Brand Purchase Funnel.- Empirical Application of a Re-Modeled Brand Purchase Funnel.