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...
| Main Authors: | , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/18545 |
| _version_ | 1848749774513111040 |
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| author | Quintal, Vanessa Sims, Daniel |
| author_facet | Quintal, Vanessa Sims, Daniel |
| author_sort | Quintal, Vanessa |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 administered to a general student population at three universities in Australia. While perceived equivalent quality had a positive mediating effect on brand familiarity-purchase intentions for the me-too brands, it had a negative mediating effect on extrinsic attributes-purchase intentions for the prototypical brand. Finally, perceived financial/performance, social/physical, time and psychological risks produced negative mediating effects on the perceived equivalent quality-purchase intentions relationship for the prototypical brand, while social/physical risk produced a positive mediating effect for the me-too brands. |
| first_indexed | 2025-11-14T07:26:17Z |
| format | Working Paper |
| id | curtin-20.500.11937-18545 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:26:17Z |
| publishDate | 2009 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-185452019-05-03T06:52:20Z The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands Quintal, Vanessa Sims, Daniel Extrinsic attributes Brand familiarity Mp3 player Perceived quality Me-too brands Australia Perceived Risk Prototypical 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 administered to a general student population at three universities in Australia. While perceived equivalent quality had a positive mediating effect on brand familiarity-purchase intentions for the me-too brands, it had a negative mediating effect on extrinsic attributes-purchase intentions for the prototypical brand. Finally, perceived financial/performance, social/physical, time and psychological risks produced negative mediating effects on the perceived equivalent quality-purchase intentions relationship for the prototypical brand, while social/physical risk produced a positive mediating effect for the me-too brands. 2009 Working Paper http://hdl.handle.net/20.500.11937/18545 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Extrinsic attributes Brand familiarity Mp3 player Perceived quality Me-too brands Australia Perceived Risk Prototypical brands Quintal, Vanessa Sims, Daniel The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| title | The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| title_full | The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| title_fullStr | The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| title_full_unstemmed | The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| title_short | The mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| title_sort | mediating effects of perceived quality and risk on purchase intentions between prototypical and me-too brands |
| topic | Extrinsic attributes Brand familiarity Mp3 player Perceived quality Me-too brands Australia Perceived Risk Prototypical brands |
| url | http://hdl.handle.net/20.500.11937/18545 |