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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 725-725.

Authors

Rajiv Vaidyanathan, University of Minnesota Duluth, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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