Bundling as a Strategy for New Product Introduction: Effects on Consumers' Reservation Prices for the Bundle, the New Product, and Its Tie-in

Bundling as a strategy for new product introduction: Effects on consumers' reservation prices for the bundle, the new product, and its tie-in

Simonin, Bernard L., (1995)

Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

Simonin, Bernard L., (1998)

"Brought to You by Brand A and Brand B": Investigating Multiple Sponsors' Influence on Consumers' Attitudes Toward Sponsored Events

Ruth, Julie A., (2003)