Examining consumer risk perceptions of prototypical brands versus me-too brands
This study examines brand familiarity, extrinsic attributes, self-confidence, and perceived quality for their effects on perceived risk between prototypical and me-too brands. Factor analyses and path analysis were used in testing hypotheses. Brand familiarity produced a significant positive effect,...
| Main Authors: | , |
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| Format: | Journal Article |
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Routledge Taylor and Francis Group
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/42349 |