Examining consumer risk perceptions of prototypical brands versus me-too brands
|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.|
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|
|dcterms.source.title||Journal of Promotion Management|
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.contributor.orcid||Phau, Ian [0000-0002-0759-6092]|