Examining consumer risk perceptions of prototypical brands versus me-too brands
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This study examines brand familiarity, extrinsic attributes, self-confidence, and perceived quality for their effects on perceived risk between prototypical and me-too brands. Factor analyses and path analysis were used in testing hypotheses. Brand familiarity produced a significant positive effect, while extrinsic attributes produced a significant negative effect on perceived equivalent quality for both the pioneer and me-too brands. Respectively, the perceived equivalent quality of the MP3 players produced significant positive and negative effects on perceived risks for pioneer and me-too brands. Managerial implications include strategic use of me-too brands and management of competitive advantages of pioneer brands with perceived prototypicality.
The Version of Record of this manuscript has been published and is available in Journal of Promotion Management ,(2014), copyright Taylor & Francis, available online at: <a href="http://www.tandfonline.com/10.1080/10496491.2013.846287">http://www.tandfonline.com/10.1080/10496491.2013.846287</a>
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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, 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. ...
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