The interrelationships between brand and channel choice
By Scott A. Neslin, Kenshuk Jerath, Anand V. Bodapati, Eric T. Bradlow, J. Deighton, Sonja Gensler, L. Lee, E. Montaguti, Rahul Telang, R. Venkatesan and 2 more. Marketing letters, 2014
115 citations recorded by the source corpus.
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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Citations in the corpus
- Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention (2016, background): “In an omnichannel environment, channels are used seamlessly and interchangeably during the search and purchase process, and it is difficult if not virtually impossible for retailers to control this use (Neslin et al., 2014; Verhoef et al., 2015).”
- Showrooming, Webrooming, and User-Generated Content Creation in the Omnichannel Era (2018, background): “The consumer has psychographic characteristics and uses decision rules that are limited by time, budget, and information related to brand/channel utilities and the product category (Neslin et al. 2014).”