Beschreibung Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application (Innovatives Markenmanagement, Band 60). 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.
Re-Modeling the Brand Purchase Funnel: Conceptualization ~ 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 consumersâ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle.
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Innovatives Markenmanagement / Reiheninformationen und ~ Hier finden Sie eine Liste aller verfĂŒgbaren Werke aus der Reihe Innovatives Markenmanagement. . Re-Modeling the Brand Purchase Funnel . Re-Modeling the Brand Purchase Funnel . Re-Modeling the Brand Purchase Funnel . Conceptualization and Empirical Application. Conceptualization and Empirical Application. 1st ed. 2017 2017 Buch Springer Gabler ISBN 978-3-658-17821-5. 1st ed. 2017. 96,29 .
Brand Purchase Funnel / springerprofessional ~ ZurĂŒck zum Zitat Dierks, A. (2017). Re-modeling the brand purchase funnel: Conceptualization and empirical application. Dissertation [in Druck]: Bremen. Dierks, A. (2017). Re-modeling the brand purchase funnel: Conceptualization and empirical application. Dissertation [in Druck]: Bremen.
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