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Erschienen in:

01.09.2014

The interrelationships between brand and channel choice

verfasst von: Scott A. Neslin, Kinshuk Jerath, Anand Bodapati, Eric T. Bradlow, John Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, Z. John Zhang

Erschienen in: Marketing Letters | Ausgabe 3/2014

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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.

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The S in JCS stands for store. This is to contrast with JCO, which denotes the J. Crew online channel (see Fig. 2c).

We thank an anonymous reviewer for suggesting this research question.

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Titel: The interrelationships between brand and channel choice
verfasst von: Scott A. Neslin
Kinshuk Jerath
Anand Bodapati
Eric T. Bradlow
John Deighton
Sonja Gensler
Leonard Lee
Elisa Montaguti
Rahul Telang
Raj Venkatesan
Peter C. Verhoef
Z. John Zhang
Publikationsdatum: 01.09.2014
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 3/2014
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-014-9305-2

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