Show simple item record

dc.contributor.authorQuintal, Vanessa
dc.contributor.authorPhau, Ian
dc.contributor.editorColin Campbell
dc.date.accessioned2018-02-01T05:22:52Z
dc.date.available2018-02-01T05:22:52Z
dc.date.created2018-02-01T04:59:45Z
dc.date.issued2011
dc.identifier.citationQuintal, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/62299
dc.description.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.

dc.publisherAdilson Borges, Reims Management School, France
dc.subjectrisk
dc.subjectPROTOTYPICAL
dc.subjectMe-too
dc.subjectBanking
dc.titleDo consumers' purchase intentions differ for prototypical and me-too brands in the banking industry
dc.typeConference Paper
dcterms.source.startPage370
dcterms.source.endPage378
dcterms.source.issn0889-3071
dcterms.source.titleProceedings of Academy of Marketing Science World Marketing Congress
dcterms.source.seriesProceedings of Academy of Marketing Science World Marketing Congress
dcterms.source.conferenceWorld Marketing Congress (WMC)
dcterms.source.conference-start-dateJul 19 2011
dcterms.source.conferencelocationChampagne, France
dcterms.source.placeChampagne, France
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record