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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
    2017
    Type
    Book Chapter
    
    Metadata
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    Source Title
    Developments in Marketing Science: Proceedings of the Academy of Marketing Science
    DOI
    10.1007/978-3-319-50008-9_100
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/89160
    Collection
    • Curtin Research Publications
    Abstract

    This paper aims to examine the antecedents of purchase intention for their differential impacts between prototypical and me-too 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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