Welding the Web: Brand Propensity and Execution Governance in Legacy Building Materials Channels – Evidence from Individual House Builders

This study investigates how digitally mediated consumer engagement shapes brand decision outcomes in high-physicality, safety-critical product categories where transactions remain offline and execution is institutionally governed. Focusing on individual house builders (IHBs) in India’s building materials market, it examines how consumers use digital tools to form confidence in brand choice, and how this confidence is subsequently tested, constrained, or redirected at the point of execution.