This paper aims to (1) compare consumers' preferences between individual products and bundles as well as (2) investigate some of the factors involved in bundle characteristics that may affect consumer's preferences. Those factors are complementarity, price level, and discount level. An online...

Purpose The purpose of this paper is to propose a brand equity measurement model in the consumers’ mind. The measurement model separates the perceptual component of the behaviour component of individuals in their preferences for brands. That is, as a result of a set of perceptions, consumers...