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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Bundling and Consumer Evaluations of Individual Bundle Components

Sheng, Shibin 03 May 2004 (has links)
Drawing from mental accounting, reference price, attribution and categorization theories, we propose that bundle price discounts will influence perceived prices and quality of the individual bundle components, thus influence purchase intentions. Meanwhile, we investigate how these bundling effects interplay with the forms of bundling, complementarity and brand images of bundle components. The empirical results indicate that the impact of bundle price discount on evaluations of individual bundle components varies across bundling forms. In a mixed-joint bundle, the price discount increases consumer perceptions of the regular price of bundle components, but does not change quality perceptions. In a mixed-leader bundle, the price discount hurt consumer price and quality evaluations of the discounted product, but increased the undiscounted product's perceived quality. These effects are moderated by complementarity and the brand images of bundle components. Implications of these findings for marketing researchers and managers are presented along with suggestions for further research. / Ph. D.

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