| 書目名稱 | Re-Modeling the Brand Purchase Funnel |
| 副標題 | Conceptualization an |
| 編輯 | Alexander Dierks |
| 視頻video | http://file.papertrans.cn/822/821722/821722.mp4 |
| 概述 | Publication in the field of economic science..Includes supplementary material: .Includes supplementary material: |
| 叢書名稱 | Innovatives Markenmanagement |
| 圖書封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2017 |
| 關(guān)鍵詞 | Consumer Behavior; Brand Management; Consumers Purchase Decision; Marketing Management; Brand Performanc |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-17822-2 |
| isbn_softcover | 978-3-658-17821-5 |
| isbn_ebook | 978-3-658-17822-2Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | Springer Fachmedien Wiesbaden GmbH 2017 |
|Archiver|手機版|小黑屋|
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