Building Brand Equity Through Bundling: the Effect of Cross-Brand Promotions on Perceptions

Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Three studies explored whether an unknown brand can leverage the equity of a strong brand merely by being bundled with it as a promotion. Results show that such bundling hurts the unknown brand, resulting in lowered evaluations compared to when it was bundled with another unknown brand.
[ to cite ]:
Rajiv Vaidyanathan (2015) ,"Building Brand Equity Through Bundling: the Effect of Cross-Brand Promotions on Perceptions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 725-725.