Marketing Letters

, Volume 25, Issue 3, pp 319-330

First online:

The interrelationships between brand and channel choice

  • Scott A. NeslinAffiliated withTuck School of Business, Dartmouth College
  • , Kinshuk JerathAffiliated withColumbia Business School, Columbia University Email author 
  • , Anand BodapatiAffiliated withAnderson School of Management, UCLA
  • , Eric T. BradlowAffiliated withThe Wharton School, University of Pennsylvania
  • , John DeightonAffiliated withHarvard Business School, Harvard University
  • , Sonja GenslerAffiliated withUniversity of Münster
  • , Leonard LeeAffiliated withColumbia Business School, Columbia University
  • , Elisa MontagutiAffiliated withManagement Department, University of Bologna
  • , Rahul TelangAffiliated withH.J. Heinz College, Carnegie Mellon University
    • , Raj VenkatesanAffiliated withDarden School of Business, University of Virginia
    • , Peter C. VerhoefAffiliated withFaculty of Economics and Business, University of GroningenBI Norwegian Business School
    • , Z. John ZhangAffiliated withThe Wharton School, University of Pennsylvania

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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.


Brand choice Channel choice Learning Utility theory