Examining consumer risk perceptions of prototypical brands versus me-too brands
dc.contributor.author | Quintal, Vanessa | |
dc.contributor.author | Phau, Ian | |
dc.date.accessioned | 2017-01-30T14:59:09Z | |
dc.date.available | 2017-01-30T14:59:09Z | |
dc.date.created | 2014-05-01T20:00:26Z | |
dc.date.issued | 2014 | |
dc.identifier.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. | |
dc.identifier.uri | http://hdl.handle.net/20.500.11937/42349 | |
dc.identifier.doi | 10.1080/10496491.2013.846287 | |
dc.description.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. | |
dc.publisher | Routledge Taylor and Francis Group | |
dc.title | Examining consumer risk perceptions of prototypical brands versus me-too brands | |
dc.type | Journal Article | |
dcterms.source.volume | 20 | |
dcterms.source.number | 2 | |
dcterms.source.startPage | 115 | |
dcterms.source.endPage | 135 | |
dcterms.source.issn | 10496491 | |
dcterms.source.title | Journal of Promotion Management | |
curtin.note |
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> | |
curtin.department | ||
curtin.accessStatus | Open access | |
curtin.contributor.orcid | Phau, Ian [0000-0002-0759-6092] |