The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands
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The study examines brand familiarity, extrinsic attributes, perceived quality and risk for their effects on purchase intentions between prototypical and me-too brands. Since the MP3 player was selected as the product category and the majority of users comprised young adults, a survey was administered to a general student population at three universities in Australia. While perceived equivalent quality had a positive mediating effect on brand familiarity-purchase intentions for the me-too brands, it had a negative mediating effect on extrinsic attributes-purchase intentions for the prototypical brand. Finally, perceived financial/performance, social/physical, time and psychological risks produced negative mediating effects on the perceived equivalent quality-purchase intentions relationship for the prototypical brand, while social/physical risk produced a positive mediating effect for the me-too brands.
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Quintal, V.; Phau, I.; Sims, D.; Cheah, Isaac (2016)© 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. ...
Quintal, Vanessa; Phau, Ian (2011)This paper aims to examine the antecedents of purchase intention for their differential impacts between prototypical and metoo brands in the banking industry. To achieve this, a pen and paper survey was administered to ...
Quintal, Vanessa; Phau, Ian (2013)This paper explores the differential impacts of prototypical and me-too brands on purchase intentions for MP3 players and bank loans. A total of 674 responses were collected from self-administered surveys across two ...