Title
Bundling as a New Product Introduction Strategy: The Role of Brand Image and Bundle Features
Document Type
Article
Publication Date
5-12-2009
Publication Source
Journal of Retailing and Consumer Services
Abstract
Marketers can bundle an unknown brand with a strong brand as a new product introduction strategy. Drawing upon the categorization theory and the elaboration likelihood model, this study examines how a new brand can benefit from bundling with a strong brand. The results of two studies indicate that consumers’ quality perception of a new brand will be affected by the brand image of a bundle partner, and this effect is moderated by the bundle forms and the complementarity of bundle components. Academic and managerial implications of these findings are presented, along with suggestions for further research.
Inclusive pages
367 - 376
ISBN/ISSN
0969-6989
Volume
16
Issue
5
Peer Reviewed
yes
Keywords
Bundling; Categorization theory; Brand image
eCommons Citation
Sheng, Shibin and Pan, Yue, "Bundling as a New Product Introduction Strategy: The Role of Brand Image and Bundle Features" (2009). Management and Marketing Faculty Publications. 52.
https://ecommons.udayton.edu/mgt_fac_pub/52
