International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Impact of Image Type and Brand Familiarity on the Effectiveness of Bundling

  • Sungmi Lee (Division of Advertising, PR & Visual Communication, Hanshin University)
  • Received : 2023.08.26
  • Accepted : 2023.09.09
  • Published : 2023.11.30
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Abstract

Bundling has become a general promotion strategy in mobile shopping context. Previous research on bundling has mostly focused on bundle frame or price frame. Even though consumers are searching and purchasing the product in mobile channels, little research has investigated the effects of bundling in mobile shopping. The objectives of this study is to examine how different product image of bundle affects consumer's perception and purchase intention differently, and how brand familiarity moderate this influence. A sample of 140 subjects participated in a within-subjects experiment. A bundling composed of two different product image (a single product vs. bundled products) was evaluated by individuals. Brand familiarity (familiar brand vs. unfamiliar brand) were manipulated to test a set of hypotheses. We found that the effectiveness of bundling does not depend on the type of product image and brand familiarity. The findings of our study provide some implications for researchers and marketers. Although there have been studies on the effects of bundle framing on consumer behavior, we suggest new insights regarding bundling based on product image and mobile shopping context.

Keywords

Acknowledgement

This work was supported by the research grant of Hanshin University in 2023.

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