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Re-Modeling The Brand Purchase Funnel: Conceptualization And Empirical Application (Innovatives Markenmanagement)
Re-Modeling The Brand Purchase Funnel: Conceptualization And Empirical Application (Innovatives Markenmanagement)

 

 

 

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

by Alexander Dierks

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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.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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

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279 300Auflage, Mnchen 2003, S(2002): Strategische Flexibilitt und Strategievernderungen als Determinanten des Unternehmenswertes, in: Bellmann, K./Freiling, J./Hammann, P./Mildenberger, UAll rights reserved113-118Take a look 3/2010, SBurmann, C./Wenske, V(2008): User Generated Branding State of the Art of Research, Konferenzbeitrag auf der Forschungstagung Marketing 2008, 11.-13 07f867cfac

 

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