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dc.contributor.authorIssara Titheesawad
dc.contributor.authorThongdee Kijboonchoo, jt. auth.
dc.contributor.otherAssumption University. Martin de Tours School of Management and Economics
dc.identifier.citationAU Journal of Management 2, 1 (January-May 2004), 20-26
dc.descriptionIn English ; only abstract in English.
dc.description.abstractThis paper attempts to investigate the effects of bundle composition, price level, price sensitivity, frame and familiarity on consumers purchase intention. The bundle products under study composed of Pantene shampoo and conditioner, and Pantene shampoo and Parodontax toothpaste. A laboratory experiment was employed. Findings showed that bundle composition, price level, price sensitivity, frame and familiarity influenced purchase intention. The finding also showed that there exists an interaction effect between price levels and frames of bundling.
dc.publisherAssumption University
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
dc.subjectAU Journal of Management
dc.subjectAU Journal of Management -- 2004
dc.subject.otherAssumption University -- Periodicals
dc.subject.otherBundling (Marketing)
dc.subject.otherConsumers' preferences
dc.titleThe effects of bundle composition, price, framing, and familiarity on consumers' purchase intention
mods.genreJournal Article
au.identifier.bibno0021-0597[Full Text](

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