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



Share Proceeding

Featured papers

See More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness

Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University

Read More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.