Factors influencing generation Y's purchase intentions of prototypical versus me-too brands

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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...

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Bibliographic Details
Main Authors:	Quintal, V., Phau, I., Sims, D., Cheah, Isaac
Format:	Journal Article
Published:	Pergamon 2016
Online Access:	http://hdl.handle.net/20.500.11937/11210

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