The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands
|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.|
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.title||The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands|
|curtin.faculty||Curtin Business School|
|curtin.faculty||School of Marketing|