Marketing Letters

, Volume 25, Issue 3, pp 319–330

The interrelationships between brand and channel choice

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

DOI: 10.1007/s11002-014-9305-2

Cite this article as:
Neslin, S.A., Jerath, K., Bodapati, A. et al. Mark Lett (2014) 25: 319. doi:10.1007/s11002-014-9305-2

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.

Keywords

Brand choiceChannel choiceLearningUtility theory

Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  • Scott A. Neslin
    • 1
  • Kinshuk Jerath
    • 2
  • Anand Bodapati
    • 3
  • Eric T. Bradlow
    • 4
  • John Deighton
    • 5
  • Sonja Gensler
    • 6
  • Leonard Lee
    • 2
  • Elisa Montaguti
    • 7
  • Rahul Telang
    • 8
  • Raj Venkatesan
    • 9
  • Peter C. Verhoef
    • 10
    • 11
  • Z. John Zhang
    • 4
  1. 1.Tuck School of BusinessDartmouth CollegeHanoverUSA
  2. 2.Columbia Business SchoolColumbia UniversityNew YorkUSA
  3. 3.Anderson School of ManagementUCLALos AngelesUSA
  4. 4.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA
  5. 5.Harvard Business SchoolHarvard UniversityBostonUSA
  6. 6.University of MünsterMünsterGermany
  7. 7.Management DepartmentUniversity of BolognaBolognaItaly
  8. 8.H.J. Heinz CollegeCarnegie Mellon UniversityPittsburgUSA
  9. 9.Darden School of BusinessUniversity of VirginiaCharlottesvilleUSA
  10. 10.Faculty of Economics and BusinessUniversity of GroningenGroningenNetherlands
  11. 11.BI Norwegian Business SchoolOsloNorway