Research Article
Utilizing Means-end Chain to Explore Customers Preference in Purchasing Bundle
Department of International Business Management, Da-yeh University, 168 University Rd., Dacun, Changhua, 51591, Taiwan, Repubilc of China
Hao-Wei Yang
Department of Marketing and Logistics Management, Chaoyang University of Technology, 168 Jifeng E. Rd., Wufeng District, Taichung 41349, Taiwan, Repubilc of China