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 |
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Routledge
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/25903 |
| _version_ | 1848751835504967680 |
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| author | Quintal, Vanessa Phau, Ian |
| author_facet | Quintal, Vanessa Phau, Ian |
| author_sort | Quintal, Vanessa |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 in a mature marketplace. For both studies, the prototypical brand posed as a stronger financial/performance risk to purchase intention. The prototypical brand also presented as stronger social risk and psychological risk in Study 2 and Study 1 respectively. Quality perceived in the me-too brands had a stronger influence on purchase intention in Study 1. For both studies, the prototypical brand’s extrinsic cues exerted stronger influence on purchase intention. Finally, in Study 1, familiarity with the me-too brands had a stronger influence on purchase intention. |
| first_indexed | 2025-11-14T07:59:02Z |
| format | Journal Article |
| id | curtin-20.500.11937-25903 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:59:02Z |
| publishDate | 2013 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-259032017-09-13T15:25:11Z Do prototypical brands have an advantage over me-too brands in the mature marketplace? Quintal, Vanessa Phau, Ian perceived risk perceived quality brand familiarity extrinsic cues me-too brand prototypical brand purchase intention 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 in a mature marketplace. For both studies, the prototypical brand posed as a stronger financial/performance risk to purchase intention. The prototypical brand also presented as stronger social risk and psychological risk in Study 2 and Study 1 respectively. Quality perceived in the me-too brands had a stronger influence on purchase intention in Study 1. For both studies, the prototypical brand’s extrinsic cues exerted stronger influence on purchase intention. Finally, in Study 1, familiarity with the me-too brands had a stronger influence on purchase intention. 2013 Journal Article http://hdl.handle.net/20.500.11937/25903 10.1080/08961530.2013.827082 Routledge restricted |
| spellingShingle | perceived risk perceived quality brand familiarity extrinsic cues me-too brand prototypical brand purchase intention Quintal, Vanessa Phau, Ian Do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| title | Do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| title_full | Do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| title_fullStr | Do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| title_full_unstemmed | Do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| title_short | Do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| title_sort | do prototypical brands have an advantage over me-too brands in the mature marketplace? |
| topic | perceived risk perceived quality brand familiarity extrinsic cues me-too brand prototypical brand purchase intention |
| url | http://hdl.handle.net/20.500.11937/25903 |