Examining consumer risk perceptions of prototypical brands versus me-too brands

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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,...

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Bibliographic Details
Main Authors:	Quintal, Vanessa, Phau, Ian
Format:	Journal Article
Published:	Routledge Taylor and Francis Group 2014
Online Access:	http://hdl.handle.net/20.500.11937/42349

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