Exploring gender's differences on purchase intentions of prototypical and me-too brands

Exploring gender's differences on purchase intentions of prototypical and me-too brands

The current study examines gender's differences on self-confidence, perceived quality, extrinsic attributes, perceived risk and purchase intentions of prototypical and me-too brands from a Generation Y perspective. A pen and paper survey was administered to 348 students at three Australian univ...

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Bibliographic Details
Main Authors: Quintal, Vanessa, Sims, Daniel
Format: Working Paper
Published: School of Marketing, Curtin Business School 2009
Subjects:
MP3 player
Generation Y
Me-too brands
Prototypical brands
Online Access:http://hdl.handle.net/20.500.11937/40431

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