The interrelationships between brand and channel choice

  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},
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

From This Paper

Figures, tables, and topics from this paper.


Publications citing this paper.


Publications referenced by this paper.
Showing 1-10 of 25 references

Multichannel customer management: understanding the research-shopper phenomenon

P. C. Verhoef, S. A. Neslin, B. Vroomen
International Journal of Research in Marketing, • 2007
View 5 Excerpts
Highly Influenced

The impact of consumer Internet experience on channel preference and usage intentions across the different stages of the buying process

R. Frambach, C. A. Henk, T. K. Roest
Journal of Interactive Marketing, • 2007
View 4 Excerpts
Highly Influenced

understanding consumers’ multichannel choices across the different stages of the buying process

S. Gensler, P. C. Verhoef, M. Böhm
Marketing Letters, • 2012
View 2 Excerpts
Highly Influenced

Brand Choice Models

Gary J. Russell, Henry B. Tippie
View 1 Excerpt

The effect of search channel elimination on purchase incidence, order size and channel choice

U. Konus, P. C. Verhoef, S. A. Neslin
International Journal of Research in Marketing, • 2014
View 2 Excerpts

Fusing aggregate and disaggregate data with an application to multiplatform media consumption

E.M.D. Feit, P. Wang, E. T. Bradlow, P. S. Fader
Journal of Marketing Research, • 2013
View 2 Excerpts

The perils of selling online: Manufacturer competition, channel conflict, and consumer preferences

L. Hsiao, Chen, Y.-C
Marketing Letters, • 2013

Adding bricks to clicks: predicting the patterns of cross-channel elasticities over time

J. Avery, T. J. Steenburgh, J. Deighton, M. Caravella
Journal of Marketing, • 2012
View 2 Excerpts

Decision process evolution in customer channel choice

S. Valentini, E. Montaguti, S. A. Neslin
Journal of Marketing, • 2011
View 2 Excerpts

Similar Papers

Loading similar papers…