Re-modeling the brand purchase funnel : conceptualization and empirical application

• Main Author: Dierks, Alexander (Author)
• Other Authors: Burmann, Christoph (writer of foreword.)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden, Germany : Springer Gabler, 2017.
• Series: Innovatives markenmanagement ; bd. 60.
• Subjects: Product management.; Marketing > Management.; Branding (Marketing); elektronické knihy; electronic books
• ISBN: 9783658178222; 9783658178215
• Physical Description: 1 online resource

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...