The interrelationships between brand and channel choice

@inproceedings{Neslin2014TheIB,
  title={The interrelationships between brand and channel choice},
  author={Scott A. Neslin and Kinshuk Jerath and Anand V. Bodapati and Eric T. Bradlow and John Deighton and Sonja Gensler and Leonard Lee and Elisa Montaguti and Rahul Telang and Raj Venkatesan and Peter C. Verhoef and Z. John Zhang},
  year={2014}
}
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… CONTINUE READING

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