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dc.contributor.authorSheng, Shibinen_US
dc.date.accessioned2011-08-22T19:01:18Z
dc.date.available2011-08-22T19:01:18Z
dc.date.issued2004-04-12en_US
dc.identifier.otheretd-04292004-222257en_US
dc.identifier.urihttp://hdl.handle.net/10919/11163
dc.description.abstractDrawing 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.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.relation.haspartdissertation.pdfen_US
dc.rightsThis Item is protected by copyright and/or related rights. Some uses of this Item may be deemed fair and permitted by law even without permission from the rights holder(s), or the rights holder(s) may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder(s).en_US
dc.subjectBundling Product Evaluationen_US
dc.subjectBrand Imageen_US
dc.subjectMental Accountingen_US
dc.titleBundling and Consumer Evaluations of Individual Bundle Componentsen_US
dc.typeDissertationen_US
dc.contributor.departmentMarketingen_US
dc.description.degreePhDen_US
thesis.degree.namePhDen_US
thesis.degree.leveldoctoralen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
dc.contributor.committeememberKlein, Noreen M.en_US
dc.contributor.committeememberCoupey, Eloiseen_US
dc.contributor.committeememberPoppo, Lauraen_US
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-04292004-222257en_US
dc.contributor.committeecochairParker, Andrew M.en_US
dc.contributor.committeecochairNakamoto, Kenten_US
dc.date.sdate2004-04-29en_US
dc.date.rdate2007-05-03
dc.date.adate2004-05-03en_US


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