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The interrelationships between brand and channel choice

Scott Neslin, Kinshuk Jerath (), Anand Bodapati, Eric Bradlow, John Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter Verhoef and Z. Zhang
Authors registered in the RePEc Author Service: Zhaoyong Zhang () and Zhong Zhang

Marketing Letters, 2014, vol. 25, issue 3, 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. Copyright Springer Science+Business Media New York 2014

Keywords: Brand choice; Channel choice; Learning; Utility theory (search for similar items in EconPapers)
Date: 2014
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