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The interrelationships between brand and channel choice

Author

Listed:
  • Scott Neslin
  • Kinshuk Jerath
  • Anand Bodapati
  • Eric Bradlow
  • John Deighton
  • Sonja Gensler
  • Leonard Lee
  • Elisa Montaguti
  • Rahul Telang
  • Raj Venkatesan
  • Peter Verhoef
  • Z. Zhang

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

Suggested Citation

  • Scott Neslin & Kinshuk Jerath & Anand Bodapati & Eric Bradlow & John Deighton & Sonja Gensler & Leonard Lee & Elisa Montaguti & Rahul Telang & Raj Venkatesan & Peter Verhoef & Z. Zhang, 2014. "The interrelationships between brand and channel choice," Marketing Letters, Springer, vol. 25(3), pages 319-330, September.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:3:p:319-330
    DOI: 10.1007/s11002-014-9305-2
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    2. Broekhuizen, T.L.J. & Emrich, O. & Gijsenberg, M.J. & Broekhuis, M. & Donkers, B. & Sloot, L.M., 2021. "Digital platform openness: Drivers, dimensions and outcomes," Journal of Business Research, Elsevier, vol. 122(C), pages 902-914.
    3. Schneider, Patricia J. & Zielke, Stephan, 2020. "Searching offline and buying online – An analysis of showrooming forms and segments," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    5. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    6. Peng Vincent Zhang & Seoyoung Kim & Anindita Chakravarty, 2023. "Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 310-333, March.
    7. Panzone, Luca A., 2022. "Conditional Promotion With A Costly Reward: An Evaluation Of A Campaign To Motivate Consumption Of Fruit And Vegetables," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322058, Agricultural and Applied Economics Association.
    8. Tatiana David-Negre & Arminda Almedida-Santana & Juan M. Hernández & Sergio Moreno-Gil, 2018. "Understanding European tourists’ use of e-tourism platforms. Analysis of networks," Information Technology & Tourism, Springer, vol. 20(1), pages 131-152, December.
    9. Alexander, Bethan & Blazquez Cano, Marta, 2020. "Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    10. Kalyanaram, Gurumurthy & Winer, Russell S., 2022. "Behavioral response to price: Data-based insights and future research for retailing," Journal of Retailing, Elsevier, vol. 98(1), pages 46-70.
    11. Bilgicer, Tolga & Jedidi, Kamel & Lehmann, Donald R. & Neslin, Scott A., 2015. "Social Contagion and Customer Adoption of New Sales Channels," Journal of Retailing, Elsevier, vol. 91(2), pages 254-271.
    12. Sands, Sean & Ferraro, Carla & Campbell, Colin & Pallant, Jason, 2016. "Segmenting multichannel consumers across search, purchase and after-sales," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 62-71.
    13. Nguyen, Anh Thi Van & McClelland, Robert & Thuan, Nguyen Hoang, 2022. "Exploring customer experience during channel switching in omnichannel retailing context: A qualitative assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    14. Marta Frasquet-Deltoro & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 388-401, July.
    15. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    16. Xiongkai Tan & Sha Zhang & Hong Zhao, 2023. "Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 479-489, November.
    17. Ailawadi, Kusum L. & Farris, Paul W., 2017. "Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions," Journal of Retailing, Elsevier, vol. 93(1), pages 120-135.

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