Do consumers' purchase intentions differ for prototypical and me-too brands in the banking industry
This paper aims to examine the antecedents of purchase intention for their differential impacts between prototypical and metoo brands in the banking industry. To achieve this, a pen and paper survey was administered to a random sample of the population in Western Australia. For the prototypical br...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Adilson Borges, Reims Management School, France
2011
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/62299 |