کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1029602 942645 2009 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Bundling as a new product introduction strategy: The role of brand image and bundle features
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Bundling as a new product introduction strategy: The role of brand image and bundle features
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 16, Issue 5, September 2009, Pages 367–376
نویسندگان
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