How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle's Transaction Value Academic Article uri icon

published proceedings

  • Journal of Marketing Research

altmetric score

  • 3

author list (cited authors)

  • Yadav, M. S., & Monroe, K. B.

citation count

  • 154

complete list of authors

  • Yadav, Manjit S||Monroe, Kent B

publication date

  • August 1993