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: This study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in consumers' perceptions of brand image; (2) to verify if the brand–consumer emotional relationship (brand love) is...

"This book explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified"--