Re-Modeling the Brand Purchase Funnel Conceptualization and Empirica
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’ contemporar
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Re-Modeling the Brand Purchase Funnel Conceptualization and Empirical Application
Innovatives Markenmanagement Band 60
Herausgegeben von Ch. Burmann, Bremen, Deutschland M. Kirchgeorg, Leipzig, Deutschland
Marken sind in vielen Unternehmen mittlerweile zu wichtigen Vermögenswerten geworden, die zukünftig immer häufiger auch in der Bilanz erfasst werden k önnen. Insbesondere in reiferen Märkten ist die Marke heute oft das einzig nachhaltige Differenzierungsmerkmal im Wettbewerb. Vor diesem Hintergrund kommt der professionellen Führung von Marken eine sehr hohe Bedeutung für den Unter nehmenserfolg zu. Dabei müssen zukünftig innovative Wege beschritten werden. Die Schriftenreihe will durch die Veröffentlichung neuester Forschungserkenntnisse Anstöße für eine solche Neuausrichtung der Markenführung liefern.
Herausgegeben von Professor Dr. Christoph Burmann Universität Bremen, Lehrstuhl für innovatives Markenmanagement (LiM®)
Professor Dr. Manfred Kirchgeorg HHL Leipzig Graduate School of Management, SVI-Stiftungslehrstuhl für Marketing
Alexander Dierks
Re-Modeling the Brand Purchase Funnel Conceptualization and Empirical Application Foreword by Prof. Dr. Christoph Burmann
Alexander Dierks Bremen, Germany Dissertation, University of Bremen, 2017 Date of oral examination: 11 January 2017 Reviewers and examiners: Prof. Dr. Christoph Burmann Prof. Dr. Maik Eisenbeiß Prof. Dr. Martin Missong Prof. Dr. André W. Heinemann This document contains revisions compared to the originally approved dissertation. The revisions were accepted by the chair of the examining board and pertain to an optional recommendation from the board as well as minor formal amendments.
Innovatives Markenmanagement ISBN 978-3-658-17821-5 ISBN 978-3-658-17822-2 (eBook) DOI 10.1007/978-3-658-17822-2 Library of Congress Control Number: 2017936692 Springer Gabler © Springer Fachmedien Wiesbaden GmbH 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to ju
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