Do consumers' purchase intentions differ for prototypical and me-too brands in the banking industry

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...

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Bibliographic Details
Main Authors: Quintal, Vanessa, Phau, Ian
Other Authors: Colin Campbell
Format: Conference Paper
Published: Adilson Borges, Reims Management School, France 2011
Subjects:
risk
PROTOTYPICAL
Me-too
Banking
Online Access:http://hdl.handle.net/20.500.11937/62299

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