Lauren Munger, Jeanne; Grewal, Dhruv - In: Journal of Product & Brand Management 10 (2001) 3, pp. 185-197
This research examines the effects of bundling format (partially‐bundled attributes vs. unbundled attributes) and framing of promotional discounts (rebate, discount and free‐options) on perceived quality, price acceptability, perceived value and subsequent purchase intentions. The results...