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dc.contributor.authorQuintal, Vanessa
dc.contributor.authorSims, Daniel
dc.identifier.citationQuintal, 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.

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.publisherSchool of Marketing, Curtin Business School
dc.subjectExtrinsic attributes
dc.subjectBrand familiarity
dc.subjectMp3 player
dc.subjectPerceived quality
dc.subjectMe-too brands
dc.subjectPerceived Risk
dc.subjectPrototypical brands
dc.titleThe mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands
dc.typeWorking Paper
dcterms.source.seriesMarketing Insights
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing

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