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    Do consumers' purchase intentions differ for prototypical and me-too brands in the banking industry

    Access Status
    Fulltext not available
    Authors
    Quintal, Vanessa
    Phau, Ian
    Date
    2011
    Type
    Conference Paper
    
    Metadata
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    Citation
    Quintal, V. and Phau, I. 2011. Do consumers' purchase intentions differ for prototypical and me-too brands in the banking industry, in Colin Campbell (ed), World Marketing Congress (WMC), Jul 19 2011, pp. 370-378. Champagne, France: Adilson Borges, Reims Management School, France.
    Source Title
    Proceedings of Academy of Marketing Science World Marketing Congress
    Source Conference
    World Marketing Congress (WMC)
    ISSN
    0889-3071
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62299
    Collection
    • Curtin Research Publications
    Abstract

    This paper aims to examine the antecedents of purchase intention for their differential impacts between prototypical and metoo brands in the banking industry. To achieve this, a pen and paper survey was administered to a random sample of the population in Western Australia. For the prototypical brands, extrinsic attributes and perceived risk played influential roles, with extrinsic attributes directly and positively and perceived risk directly and negatively impacting on purchase intention. This raises some concern for the prototypical brand as it suggests that it is highly dependent on its extrinsic attributes to appeal to consumers. For the me-too brands, perceived quality positively mediated the brand familiarity-purchase intention relationship. This is encouraging for the me-too brands as it suggests that in a marketplace where banks are viewed with suspicion, smaller, community me-too brands that are familiar to consumers, enjoy a reputation for service quality that impacts positively on purchase intention.

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