Consumer response to marketing channels: A demand-based approach
Abstract
Marketing channels have faced rapid structural and functional transformations during the last few decades. While a large body of research has been devoted to understanding the supply-side aspects of marketing channels, much less research has taken the demand-side perspective to study consumer perception of channel position and functions. This article extends the channel literature to a broader domain and develops a consumer-based theoretical...
Paper Details
Title
Consumer response to marketing channels: A demand-based approach
Published Date
Nov 11, 2019
Volume
26
Issue
1
Pages
43 - 59
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