The interrelationships between brand and channel choice

被引：78

作者：

Neslin, Scott A. ^{[1
]}

Jerath, Kinshuk ^{[2
]}

Bodapati, Anand ^{[3
]}

Bradlow, Eric T. ^{[4
]}

Deighton, John ^{[5
]}

Gensler, Sonja ^{[6
]}

Lee, Leonard ^{[2
]}

Montaguti, Elisa ^{[7
]}

Telang, Rahul ^{[8
]}

Venkatesan, Raj ^{[9
]}

Verhoef, Peter C. ^{[10
,11
]}

Zhang, Z. John ^{[4
]}

机构：

[1] Dartmouth Coll, Tuck Sch Business, Hanover, NH 03755 USA

[2] Columbia Univ, Columbia Business Sch, New York, NY 10027 USA

[3] Univ Calif Los Angeles, Anderson Sch Management, Los Angeles, CA USA

[4] Univ Penn, Wharton Sch, Philadelphia, PA 19104 USA

[5] Harvard Univ, Harvard Business Sch, Boston, MA 02115 USA

[6] Univ Munster, D-48149 Munster, Germany

[7] Univ Bologna, Dept Management, Bologna, Italy

[8] Carnegie Mellon Univ, HJ Heinz Coll, Pittsburgh, PA 15213 USA

[9] Univ Virginia, Darden Sch Business, Charlottesville, VA USA

[10] Univ Groningen, Fac Econ & Business, Groningen, Netherlands

[11] BI Norwegian Business Sch, Oslo, Norway

来源：

MARKETING LETTERS | 2014年 / 25卷 / 03期

关键词：

Brand choice; Channel choice; Learning; Utility theory; CONSUMER CHOICE; ONLINE; INFORMATION; ASSORTMENT; PREFERENCE; VARIETY; STORE;

D O I：

10.1007/s11002-014-9305-2

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：319 / 330

页数：12

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