Do Consumers’ Purchase Intentions Differ for Prototypical and Me-Too Brands in the Banking Industry?

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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...

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Bibliographic Details
Main Authors:	Quintal, Vanessa, Phau, Ian
Other Authors:	Colin L. Campbell
Format:	Book Chapter
Published:	2017
Online Access:	http://hdl.handle.net/20.500.11937/89160

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