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.
