Transferability and emergence of associations: the importance of product bundling on brand image

Matthews, Christopher and Somogyi, Simon (2012). Transferability and emergence of associations: the importance of product bundling on brand image. In: Richard Lee, Proceedings ANZMAC 2012. Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, Australia, (1-7). 3-5 December 2012.

Attached Files (Some files may be inaccessible until you login with your UQ eSpace credentials)
Name Description MIMEType Size Downloads
Author Matthews, Christopher
Somogyi, Simon
Title of paper Transferability and emergence of associations: the importance of product bundling on brand image
Conference name Australian and New Zealand Marketing Academy Conference (ANZMAC 2012)
Conference location Adelaide, Australia
Conference dates 3-5 December 2012
Proceedings title Proceedings ANZMAC 2012
Place of Publication Adelaide, Australia
Publisher Ehrenberg-Bass Institute for Marketing Science
Publication Year 2012
Sub-type Fully published paper
Open Access Status
ISBN 9780646563305
Editor Richard Lee
Start page 1
End page 7
Total pages 7
Collection year 2013
Language eng
Abstract/Summary Brand image dilution represents a serious challenge for marketing managers. Ad-hoc marketing practices such as product bundling, may provide the environment under which brand managers may lose control over their product’s brand image. This may lead to brand confusion, which may affect the consumers’ ability to recall information from memory. The conceptual model argued in this paper explores three implications for brand image: (1) whether associative memory nodes are transferred from a consumer’s perception of product bundling to the brand image of the product contained in the bundle; (2) how modifiers may influence the transfer of associations; and (3) whether unique associations emerge because consumers view product bundles as utility and some product classes as pleasure. The implications of this paper are important within the development of both the concepts of brand image and product bundling.
Keyword Brand image
Product bundling
Human associative memory
Q-Index Code E1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Paper 240.

Document type: Conference Paper
Collections: School of Agriculture and Food Sciences
Official 2013 Collection
 
Versions
Version Filter Type
Citation counts: Google Scholar Search Google Scholar
Created: Fri, 05 Apr 2013, 12:49:56 EST by Dr Simon Somogyi on behalf of School of Agriculture and Food Sciences