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