The Interrelationships Between Brand and Channel Choice
Author
Neslin, Scott
Jerath, Kenshuk
Bodapati, Anand
Bradlow, Eric T.
Gensler, Sonja
Lee, Leonard
Montaguti, Elisa
Telang, Rahul
Venkatesan, Raj
Verhoef, Peter C.
Zhang, Z. John
Note: Order does not necessarily reflect citation order of authors.
Published Version
https://doi.org/10.1007%2Fs11002-014-9305-2Metadata
Show full item recordCitation
Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, et al. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.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.Terms of Use
This article is made available under the terms and conditions applicable to Open Access Policy Articles, as set forth at http://nrs.harvard.edu/urn-3:HUL.InstRepos:dash.current.terms-of-use#OAPCitable link to this page
http://nrs.harvard.edu/urn-3:HUL.InstRepos:14485590
Collections
- HBS Scholarly Articles [854]
Contact administrator regarding this item (to report mistakes or request changes)