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Keywords: Bundling strategies
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (7): 1545–1579.
Published: 02 July 2026
..., it adopts a contingency-based approach to examine how specific moderators influence the bundling–performance relationship. Prior research has yielded mixed findings, suggesting that this relationship may depend on the bundling strategy and product characteristics. Finally, the study investigates whether...
Includes: Supplementary data
