£59.08

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: 49.8 GBP
Availability: InStock

Branding & Logo Design

Price History & Forecast

Last 90 days • 90 data points

Historical

Generating forecast...

Price Distribution

Price distribution over 90 days • 9 price levels

Days at Price

Current Price

Price Analysis

Most common price: £61 (30 days, 33.3%)

Price range: £48 - £68

Price levels: 9 different prices over 90 days

Description

Product 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

Barcode

No barcode data available

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

Price History & Forecast

Price Distribution

Price Analysis

Description

Product Specifications

Barcode

Similar Products You Might Like

Fundamentals of Business Marketing Research (Foundation Series in Business Marketing)

CIM Coursebook: Delivering Customer Value through Marketing

CIM Coursebook: Project Management in Marketing

Essentials of Modern Marketing: Inaugural Pakistan Edition

Handbuch Strategische Kommunikation: Grundlagen – Innovative Ansätze – Praktische Umsetzungen (Springer Reference Wirtschaft)

Erfolgsfaktoren von Markenerweiterungen (Werbe- und Markenforschung)

Vergleichende Werbung: Theoretischer Bezugsrahmen und empirische Untersuchung zur Werbewirkung (Forschungsgruppe Konsum und Verhalten)

Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen (Marken- und Produktmanagement)

Effectiveness of Social Media Communication: An Empirical Analysis of Key Performance Drivers

Relevanz von Naming Rights für die identitätsbasierte Markenführung: Eine Analyse der Ökonomisierung von Naming Rights dargestellt an einem Beispiel ... (Innovatives Markenmanagement)

The Art & Science of Marketing: Marketing for Marketing Managers

Promotional Marketing

Eine wertebasierte Typologie der Markenliebe (Forschungsgruppe Konsum und Verhalten)

Creativity in the Design Process: Exploring the Influences of the Digital Evolution: 18 (Springer Series in Design and Innovation, 18)

Werbung, Mode und Design

The Disappearing Product: Marketing and Markets in the Creative Industries

Digital Science: DSIC 2021: 381 (Lecture Notes in Networks and Systems, 381)

Die Relevanz des Vertrauens für das identitätsbasierte Management globaler Marken: Ein interkultureller Vergleich zwischen Deutschland, Indien und Südafrika: 35 (Innovatives Markenmanagement, 35)

Handbook of Research on Identity Theory in Marketing (Research Handbooks in Business and Management series)

Consumption Patterns Of The Middle Class In Contemporary China

Marketing Management

Brands with Moxie: Eight Steps to a Winning Brand

Deception In The Marketplace: The Psychology of Deceptive Persuasion and Consumer Self-Protection

Research traditions in marketing: 5 (International Series in Quantitative Marketing, 5)