| dc.contributor.author | Issara Titheesawad | |
| dc.contributor.author | Thongdee Kijbooncho, jt. auth. | |
| dc.contributor.other | Assumption University. Martin de Tours School of Management and Economics | |
| dc.date.accessioned | 2015-07-03T07:58:14Z | |
| dc.date.available | 2015-07-03T07:58:14Z | |
| dc.date.issued | 2004 | |
| dc.identifier.citation | AU Journal of Management 2, 1 (January-May 2004), 20-26 | |
| dc.identifier.uri | http://repository.au.edu/handle/6623004553/14186 | |
| dc.description | In English ; only abstract in English. | |
| dc.description.abstract | This 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.format.mimetype | application/pdf | |
| dc.language.iso | eng | |
| dc.publisher | Assumption University | |
| dc.rights | This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. | |
| dc.subject | AU Journal of Management | |
| dc.subject | AU Journal of Management -- 2004 | |
| dc.subject.other | Assumption University -- Periodicals | |
| dc.subject.other | Bundling (Marketing) | |
| dc.subject.other | Consumers' preferences | |
| dc.title | The effects of bundle composition, price, framing, and familiarity on consumers' purchase intention | |
| dc.type | Text | |
| mods.genre | Journal Article | |
| au.identifier.bibno | 0021-0597 | |
| au.link.externalLink | [Full Text](https://aujm.au.edu/index.php/aujm/article/view/108) | |
