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 |
| Published: |
Routledge Taylor and Francis Group
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/42349 |
| _version_ | 1848756395555422208 |
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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 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, while extrinsic attributes produced a significant negative effect on perceived equivalent quality for both the pioneer and me-too brands. Respectively, the perceived equivalent quality of the MP3 players produced significant positive and negative effects on perceived risks for pioneer and me-too brands. Managerial implications include strategic use of me-too brands and management of competitive advantages of pioneer brands with perceived prototypicality. |
| first_indexed | 2025-11-14T09:11:31Z |
| format | Journal Article |
| id | curtin-20.500.11937-42349 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:11:31Z |
| publishDate | 2014 |
| publisher | Routledge Taylor and Francis Group |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-423492020-07-24T08:03:49Z Examining consumer risk perceptions of prototypical brands versus me-too brands Quintal, Vanessa Phau, Ian 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, while extrinsic attributes produced a significant negative effect on perceived equivalent quality for both the pioneer and me-too brands. Respectively, the perceived equivalent quality of the MP3 players produced significant positive and negative effects on perceived risks for pioneer and me-too brands. Managerial implications include strategic use of me-too brands and management of competitive advantages of pioneer brands with perceived prototypicality. 2014 Journal Article http://hdl.handle.net/20.500.11937/42349 10.1080/10496491.2013.846287 Routledge Taylor and Francis Group fulltext |
| spellingShingle | Quintal, Vanessa Phau, Ian Examining consumer risk perceptions of prototypical brands versus me-too brands |
| title | Examining consumer risk perceptions of prototypical brands versus me-too brands |
| title_full | Examining consumer risk perceptions of prototypical brands versus me-too brands |
| title_fullStr | Examining consumer risk perceptions of prototypical brands versus me-too brands |
| title_full_unstemmed | Examining consumer risk perceptions of prototypical brands versus me-too brands |
| title_short | Examining consumer risk perceptions of prototypical brands versus me-too brands |
| title_sort | examining consumer risk perceptions of prototypical brands versus me-too brands |
| url | http://hdl.handle.net/20.500.11937/42349 |