EXAMPLE 15.9 Bundling as a Product Introduction Strategy
In Examples 15.3 and 15.4, we discussed a two-way design to investigate the effects of the partnered product’s brand image and complementarity on the new product’s perceived quality. Here are the means from a study that performed an experiment like this. The Sony brand name was used for the strong brand image, and the Haier brand name was used for the weak brand image.7 Figure 15.3 is the plot of the group means.
15-11
| Complementarity | |||
| Brand image | Low | High | Total |
| Low | 4.06 | 4.40 | 4.23 |
| High | 4.16 | 5.06 | 4.61 |
| Total | 4.11 | 4.73 | 4.42 |
Figure 15.3: FIGURE 15.3 Plot of average perceived quality by complementarity and brand image, Example 15.9.