Re-Modeling the Brand Purchase Funnel (eBook)

Dr. Alexander Dierks received his PhD at Prof. Dr. Christoph Burmann’s Chair of innovative Brand Management (LiM®) at the University of Bremen.

Foreword 6
Preface 8
Table of contents 10
List of figures 13
List of tables 14
List of abbreviations 15
Chapter A: Changing consumer behavior as a challenge for brand management 17
1. Introduction 17
2. The brand purchase funnel model: Overview and definitions 21
3. Re-modeling the brand purchase funnel: State of literature and research gap 29
3.1 Re-modeling the brand purchase funnel 29
3.1.1 Review A: Points of criticism that necessitate a re-modeling of the brand purchase funnel 31
3.1.2 Review B: Contemporary approaches to re-model the brand purchase funnel 34
3.2 Empirical application of a re-modeled brand purchase funnel 40
4. Research objectives, theoretical frame of reference, and structure 48
4.1 Research objectives and theoretical frame of reference 48
4.2 Structure of this dissertation 51
Chapter B: From the traditional to a more nuanced brand purchase funnel 53
1. Theoretical foundation of traditional brand purchase funnel models 53
1.1 Grand theory models 53
1.2 Hierarchy-of-effect models 57
1.3 Multistage sequential choice set models 62
1.4 Reflection and implications for the traditional brand purchase funnel 67
2. Propositions for a re-modeled brand purchase funnel 73
2.1 Framework for proposition development 73
2.2 Model conceptualization 74
2.2.1 Proposition focus: Address the buying cycle 74
2.2.2 Proposition focus: Address limitation of generalizing sequentiality 81
2.2.2.1 Purchase decision types 81
2.2.2.1.1 Extensive and limited purchase decisions 84
2.2.2.1.2 Habit purchase decisions 95
2.2.2.1.3 Impulse purchase decisions 102
2.2.2.2 Consideration set formation 107
2.2.3 Proposition focus: Address limitation of transactional linearity 116
2.2.3.1 Loyalty-based relationship status 116
2.2.3.2 Sending of (electronic) word-of-mouth 128
2.3 Model operationalization 138
3. Evaluation of contemporary approaches to re-model the brand purchase funnel 146
3.1 Consumer Decision Journey 146
3.2 Nonstop Customer Experience Model 151
3.3 Moments of Truth model 155
3.4 Enhanced Brand Funnel 160
3.5 Consumer Boulevard 166
3.6 Summary 173
4. Presentation of a re-modeled brand purchase funnel 175
5. Multidimensional brand image perception as an important driver in the brand purchase funnel 187
6. Development of empirical research focus and hypotheses 200
Chapter C: Empirical application of a re-modeled brand purchase funnel 215
1. Research design 215
1.1 Industry and brand selection 215
1.2 Research sample 218
1.3 Questionnaire design, pretesting, and conduct 220
2. Operationalization of measurement instruments 225
2.1 Operationalization of more nuanced brand purchase funnel 225
2.2 Operationalization of brand image constructs 230
2.2.1 Specification of brand image constructs 230
2.2.2 Evaluation of brand image constructs 242
2.3 Operationalization of further covariates 255
3. Research methodology 257
3.1 Logistic regression analysis 257
3.2 Hypotheses evaluation approach 261
4. Research findings 268
4.1 Study 1: Automotive industry 268
4.2 Study 2: Electricity industry 279
Chapter D: Discussion and outlook 291
1. Summary of findings 291
2. Managerial implications 304
3. Limitations and avenues for further research 327
Backup 334
Bibliography 350