Do prototypical brands have an advantage over me-too brands in the mature marketplace?

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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...

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Bibliographic Details
Main Authors:	Quintal, Vanessa, Phau, Ian
Format:	Journal Article
Published:	Routledge 2013
Subjects:	perceived risk perceived quality brand familiarity extrinsic cues me-too brand prototypical brand purchase intention
Online Access:	http://hdl.handle.net/20.500.11937/25903

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