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 me-too 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 bra...
| Main Authors: | , |
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| Format: | Book Chapter |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/89160 |