The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands
The study examines brand familiarity, extrinsic attributes, perceived quality and risk for their effects on purchase intentions between prototypical and me-too brands. Since the MP3 player was selected as the product category and the majority of users comprised young adults, a survey was administere...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/18545 |