Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10438957 | Journal of Retailing | 2016 | 19 Pages |
Abstract
- We propose a taxonomy for online channels based on contact origin and brand usage.
- We employ a proportional hazard model to handle multichannel customer journeys.
- We uncover meaningful interaction effects between contacts across channel types.
- Channel usage facilitates inferences on underlying purchase decision processes.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Eva Anderl, Jan Hendrik Schumann, Werner Kunz,