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Re-Modeling the Brand Purchase Funnel

Re-Modeling the Brand Purchase Funnel

Alexander Dierks

124,36 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2017
Materia
Ventas y marketing
ISBN:
9783658178215
124,36 €
IVA incluido
Disponible

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Sobre IBD

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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