Do consumers' purchase intentions differ for prototypical and me-too brands in the banking industry
|dc.identifier.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.|
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.
|dc.publisher||Adilson Borges, Reims Management School, France|
|dc.title||Do consumers' purchase intentions differ for prototypical and me-too brands in the banking industry|
|dcterms.source.title||Proceedings of Academy of Marketing Science World Marketing Congress|
|dcterms.source.series||Proceedings of Academy of Marketing Science World Marketing Congress|
|dcterms.source.conference||World Marketing Congress (WMC)|
|dcterms.source.conference-start-date||Jul 19 2011|
|curtin.department||School of Marketing|
|curtin.accessStatus||Fulltext not available|
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