Examining consumer risk perceptions of prototypical brands versus me-too brands
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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>
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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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. ...
Quintal, Vanessa; Sims, Daniel (2009)The current study examines perceived quality for its differential impacts on the dimensions of perceived risk between the pioneer and me-too brands of MP3 players. To achieve this, a pen and paper survey was administered ...