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.
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.
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
NA - Advances in Consumer Research Volume 43 | 2015
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Chun-Tuan Chang, National Sun Yat-sen University
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