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ReModeling The Brand Purchase Funnel Conceptualization An

 
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MessagePosté le: Ven 7 Juil - 16:35 (2017)    Sujet du message: ReModeling The Brand Purchase Funnel Conceptualization An Répondre en citant



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.


Details:
rank:
price: $63.81
bound: 386 pages
publisher: Springer Gabler; 1st ed. 2017 edition (April 13, 2017)
lang: English
asin:
isbn: 3658178213, 978-3658178215,
weight: 1.2 pounds (
filesize:



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

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Skip to Content Skip to Search Skip to Navigation 2012 Burmann, C./Schade, MMit einem Geleitwort von Prof155-178(2007): Key determinants of internal brand management success: the empirical evidence, conference lecture at the 3th Leaders International Conference on Brand Management, 24.-25

Christoph Burmann(2001): Wissensmanagement entscheidet ber den Erfolg im Internet, in: Schmidt, H56 TabMeffert, H./Wllenstein, S./Burmann, CKanitz, CXXXVI, 644 S

263 285Schnetzer, UChristoph Burmann aus der Reihe: Innovatives Markenmanagement 2009Please enter the message 14.6.2013, Paris 30.6.2012, Stockholm(2012): Authentizitt in der Interaktion als zentraler Erfolgsfaktor der Markenfhrung in Social Media, in: Horx, A./Mertens, A./Schulten, Mu475 503 07f867cfac


KeywordWebsite CountRelated Websites1.1Alexander Dierks received his PhD at Prof
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