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    Examining consumer risk perceptions of prototypical brands versus me-too brands

    198788_198788.pdf (370.8Kb)
    Access Status
    Open access
    Authors
    Quintal, Vanessa
    Phau, Ian
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Quintal, Vanessa and Phau, Ian. 2014. Examining consumer risk perceptions of prototypical brands versus me-too brands. Journal of Promotion Management. 20 (2): pp. 115-135.
    Source Title
    Journal of Promotion Management
    DOI
    10.1080/10496491.2013.846287
    ISSN
    10496491
    Remarks

    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>

    URI
    http://hdl.handle.net/20.500.11937/42349
    Collection
    • Curtin Research Publications
    Abstract

    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.

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