Do prototypical brands have an advantage over me-too brands in the mature marketplace?
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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 studies. Findings suggest that prototypical brands lose their competitive advantage in a mature marketplace. For both studies, the prototypical brand posed as a stronger financial/performance risk to purchase intention. The prototypical brand also presented as stronger social risk and psychological risk in Study 2 and Study 1 respectively. Quality perceived in the me-too brands had a stronger influence on purchase intention in Study 1. For both studies, the prototypical brand’s extrinsic cues exerted stronger influence on purchase intention. Finally, in Study 1, familiarity with the me-too brands had a stronger influence on purchase intention.
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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. ...
The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brandsQuintal, Vanessa; Sims, Daniel (2009)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 ...
Quintal, Vanessa; Sims, Daniel (2009)The current study examines gender's differences on self-confidence, perceived quality, extrinsic attributes, perceived risk and purchase intentions of prototypical and me-too brands from a Generation Y perspective. A pen ...