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Re-modeling the brand purchase funnel = conceptualization and empirical application /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Re-modeling the brand purchase funnel/ by Alexander Dierks.
Reminder of title:	conceptualization and empirical application /
Author:	Dierks, Alexander.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2017.,
Description:	xviii, 386 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Product management. -
Online resource:	http://dx.doi.org/10.1007/978-3-658-17822-2
ISBN:	9783658178222

Re-modeling the brand purchase funnel = conceptualization and empirical application /
Dierks, Alexander.

Re-modeling the brand purchase funnelconceptualization and empirical application /[electronic resource] :by Alexander Dierks. - Wiesbaden :Springer Fachmedien Wiesbaden :2017. - xviii, 386 p. :ill., digital ;24 cm. - Innovatives markenmanagement ;Band 60. - Innovatives markenmanagement ;Band 47..

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.

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.

ISBN: 9783658178222

Standard No.: 10.1007/978-3-658-17822-2doiSubjects--Topical Terms:

560736
Product management.

LC Class. No.: HF5415.15

Dewey Class. No.: 658.5

Re-modeling the brand purchase funnel = conceptualization and empirical application /
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