Do prototypical brands have an advantage over me-too brands in the mature marketplace?
This paper explores the differential impacts of prototypical and me-too brands on purchase intentions for MP3 players and bank loans. A total of 674 responses were collected from self-administered surveys across two studies. Findings suggest that prototypical brands lose their competitive advantage...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/25903 |