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Keywords: Bundling
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (7): 1545–1579.
Published: 02 July 2026
...Carla Ramos; Juliano Domingues da Silva; Danny P. Claro; Marco A.P. Alves Purpose The purpose of this study is threefold. First, it seeks to advance theory by consolidating the economic and psychological foundations of bundling, offering a multidisciplinary perspective on the phenomenon. Second...
Includes: Supplementary data
