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| Author: | Ha, H. |
| Title: | An exploratory study and consumers' perception of e-reverse bundling price in online retailing |
| Journal: | Journal of Strategic Marketing
2006 : SEP, VOL 14:3, p. 211-228 |
| Index terms: | bundling consumer behaviour brands |
| Freeterms: | e-reverse |
| Language: | eng |
| Abstract: | This article discusses how brand reputation, benefits and word-of-mouth directly affect consumer perceptions in e-reverse bundling. The results help understand consumer perceptions and behavioral intentions towards a future emerging product - e-reverse bundling price. The author suggests managerial implications and future research on areas of product development, consumer behavior and brand reputation. |
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