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

SKU: 9783658178222

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Additional information

Full Title

Re-Modeling the Brand Purchase Funnel Conceptualization and Empirical Application
Author(s)

Alexander Dierks
Edition
ISBN

9783658178222, 9783658178215
Publisher

Springer Gabler
Format

PDF and EPUB

Description

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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