For instance, a researcher may want to examine whether bundling manufacturer’s logistical service quality with retailer’sbrand differentiationorientationwould enhance end-user value-in-use judgment. A scenario approach may be taken where end-users may be provided with cases of high/low levels of manufacturer’s LSQ and retailer’s brand differentiation orientation and may be asked to judge the value each scenario offers. In a high/high scenario, one wouldexpectthevaluepropositiontobehighlypopularbrandsbeingavailableonatimelyandaccuratemanneratapreferredretailstore.Theend-userswouldthenexaminewhether such a value proposition would enhance their value-in-use judgments.