Innovatives Markenmanagement: Conceptualization and Empirical Application

Dierks, Alexander

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.

Details

Published by: Springer Gabler

Publication Date: 2017-04-13

Format: Paperback

ISBN-13: 9783658178215

DOI: 10.1007/978-3-658-17822-2

Dimensions: 210cm x148cm

Pages: 386