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    Factors influencing generation Y's purchase intentions of prototypical versus me-too brands

    Access Status
    Fulltext not available
    Authors
    Quintal, V.
    Phau, I.
    Sims, D.
    Cheah, Isaac
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    Quintal, V. and Phau, I. and Sims, D. and Cheah, I. 2016. Factors influencing generation Y's purchase intentions of prototypical versus me-too brands. Journal of Retailing and Consumer Services. 30: pp. 175-183.
    Source Title
    Journal of Retailing and Consumer Services
    DOI
    10.1016/j.jretconser.2016.01.019
    ISSN
    0969-6989
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/11210
    Collection
    • Curtin Research Publications
    Abstract

    © 2016 Elsevier Ltd. The current study examines self-confidence, perceived quality, extrinsic attributes and perceived risk as drivers and inhibitors of Generation Y's purchase intentions of prototypical and me-too brands. A survey of 348 respondents demonstrated that self-confidence and perceived quality produced significant positive effects on purchase intentions for the me-too brands. Extrinsic attributes produced a significant positive effect on purchase intentions for the prototypical brand. Perceived financial/performance risk produced a significant negative effect on purchase intentions for both the prototypical and me-too brands, while perceived psychological risk produced a significant negative effect on purchase intentions for the prototypical brand. Understanding the factors underlying Gen Y's consumer behaviour is crucial, particularly due to their considerable consumption potential and the increasing sophistication of brand marketing in the marketplace.

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