Beschreibung
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 models 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.
Autorenporträt
Dr. Alexander Dierks received his PhD at Prof. Dr. Christoph Burmanns Chair of innovative Brand Management (LiM®) at the University of Bremen.
Herstellerkennzeichnung:
Springer Gabler in Springer Science + Business Media
Tiergartenstr. 15-17
69121 Heidelberg
DE
E-Mail: juergen.hartmann@springer.com
