Factors influencing generation Y's purchase intentions of prototypical versus me-too brands
© 2016 Elsevier Ltd. The current study examines self-confidence, perceived quality, extrinsic attributes and perceived risk as drivers and inhibitors of Generation Y's purchase intentions of prototypical and me-too brands. A survey of 348 respondents demonstrated that self-confidence and percei...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Pergamon
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/11210 |