The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands
dc.contributor.author | Quintal, Vanessa | |
dc.contributor.author | Sims, Daniel | |
dc.date.accessioned | 2017-01-30T12:08:32Z | |
dc.date.available | 2017-01-30T12:08:32Z | |
dc.date.created | 2009-11-23T20:02:03Z | |
dc.date.issued | 2009 | |
dc.identifier.citation | Quintal, Vanessa and Sims, Daniel. 2009. The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands, Marketing Insights; School of Marketing. Working Papers Series: no. 2009009, Curtin University of Technology, School of Marketing. | |
dc.identifier.uri | http://hdl.handle.net/20.500.11937/18545 | |
dc.description.abstract |
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. | |
dc.publisher | School of Marketing, Curtin Business School | |
dc.subject | Extrinsic attributes | |
dc.subject | Brand familiarity | |
dc.subject | Mp3 player | |
dc.subject | Perceived quality | |
dc.subject | Me-too brands | |
dc.subject | Australia | |
dc.subject | Perceived Risk | |
dc.subject | Prototypical brands | |
dc.title | The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands | |
dc.type | Working Paper | |
dcterms.source.volume | 2009009 | |
dcterms.source.issn | 14489716 | |
dcterms.source.series | Marketing Insights | |
curtin.accessStatus | Open access | |
curtin.faculty | Curtin Business School | |
curtin.faculty | School of Marketing |