Re-Modeling the Brand Purchase Funnel Conceptualization and Empirical Application /

• Κύριος συγγραφέας: Dierks, Alexander (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Σειρά: Innovatives Markenmanagement
• Θέματα: Business.; Business and Management.; Branding.; Consumer Behavior.

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...

Πίνακας περιεχομένων:

• 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. .