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2017 | Book

Re-Modeling the Brand Purchase Funnel

Conceptualization and Empirical Application


About this book

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.

Table of Contents

Chapter A: Changing consumer behavior as a challenge for brand management
Consumer purchase behavior is changing. This observation is underlying the MARKETING SCIENCE INSTITUTE’S central research priority “Understanding Customers and the Customer Experience”, and is a fact that is equally well acknowledged by academic researchers and marketing managers. In literature, the profound changes are often related to two underlying trends in industry dynamics.
Alexander Dierks
Chapter B: From the traditional to a more nuanced brand purchase funnel
In the past, three interrelated, process-oriented theoretical approaches have been used to support linear funnel models. These are the comprehensive models of the “grand theory” as well as hierarchy-of-effect models from advertising research and multistage choice set models from behavioral decision theory. Notwithstanding certain similarities, there are differences in these theories.
Alexander Dierks
Chapter C: Empirical application of a re-modeled brand purchase funnel
Chapter C1 serves to introduce the empirical design, specifically the industry and brand focus (C1.1), the research sample (C1.2), as well as the questionnaire and survey approach (C1.3). In order to test the hypotheses, the dissertation builds on online surveys conducted among end consumers in late 2013 and early 2014 in Germany. As the data has been collected for a purpose different from this study’s, it is formally secondary.
Alexander Dierks
Chapter D: Discussion and outlook
Illustrated by this discrepancy in the literature, Chapter A introduced the question to what extent it is necessary to re-model the established brand purchase funnel to allow for a more nuanced reflection of consumer purchase behavior. In light of the model’s theoretical grounding and broad managerial application, in particular for brand performance controlling, this topic has gained in interest among both marketing researchers and managers. This thesis elaborated on it from a brand management perspective.
Alexander Dierks
Re-Modeling the Brand Purchase Funnel
Alexander Dierks
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