The interrelationships between brand and channel choice

Neslin,Scott A. S.A.,Jerath,Kinshuk K.,Bodapati,Anand V. A.V.,Bradlow,Eric T. E.T.,Deighton,John J.,Gensler,Sonja S.,Lee,Leonard L.,Montaguti,Elisa E.,Telang,Rahul R.,Venkatesan,Raj R.,Verhoef,Peter C. P.C.,Zhang,Z. John Z.J.,


Abstract
We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions within each of these areas. We then discuss methodological issues pertaining to the use of experimentation and econometrics. Our framework suggests that brand and channel choices are closely intertwined, and therefore studying them jointly will reveal a deeper understanding of consumer decision making in the modern marketing environment. © 2014 Springer Science+Business Media New York.



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2014

Journal
Marketing Letters

Volume
25

Issue
3

Start page
330

Pages range
319-330

Language
English

ISSN
09230645

DOI

Affiliation
Tuck School of Business at Dartmouth,Columbia Business School,University of California, Los Angeles,University of Pennsylvania, Wharton School,Harvard Business School,Westfalische Wilhelms-Universitat Munster,Alma Mater Studiorum Universita di Bologna,Car