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

• Main Author: Dierks, Alexander (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Series: Innovatives Markenmanagement
• Subjects: 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...

Table of Contents:

• 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. .