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The interrelationships between brand and channel choice

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.

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Fig. 1
Fig. 2

Notes

  1. The S in JCS stands for store. This is to contrast with JCO, which denotes the J. Crew online channel (see Fig. 2c).

  2. We thank an anonymous reviewer for suggesting this research question.

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Correspondence to Kinshuk Jerath.

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Neslin, S.A., Jerath, K., Bodapati, A. et al. The interrelationships between brand and channel choice. Mark Lett 25, 319–330 (2014). https://doi.org/10.1007/s11002-014-9305-2

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Keywords

  • Brand choice
  • Channel choice
  • Learning
  • Utility theory