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Springer Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application (Innovatives Markenmanagement)

Name: Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application (Innovatives Markenmanagement)
Brand: Springer
Price: 60.62 GBP
Availability: InStock

Branding & Logo Design

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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. From the Back Cover 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. Contents Changing 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 Target Groups Researchers and students in the fields of management, marketing, brand management, and consumer behavior Managers and practitioners in the fields of brand and customer management 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. 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.

Product Specifications

Brand: Springer
Format: paperback
ASIN: 3658178213
Category: Books > Subjects > Arts & Photography > Graphic Arts > Commercial > Branding & Logo Design
Domain: Amazon UK
Release Date: 13 April 2017
Listed Since: 16 March 2017

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Springer Re-Modeling the Brand Purchase Funnel: Conceptualization and Empirical Application (Innovatives Markenmanagement)

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