The interrelationships between brand and channel choice
Kinshuk Jerath (),
Peter Verhoef and
Authors registered in the RePEc Author Service: Zhaoyong Zhang () and
Marketing Letters, 2014, vol. 25, issue 3, 319-330
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. Copyright Springer Science+Business Media New York 2014
Keywords: Brand choice; Channel choice; Learning; Utility theory (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:25:y:2014:i:3:p:319-330
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