The study examines brand familiarity, extrinsic attributes, perceived quality and risk for their effects on purchase …-too brands, it had a negative mediating effect on extrinsic attributes-purchase intentions for the prototypical brand. Finally …

Purpose – The purpose of this paper is to examine brand familiarity, extrinsic attributes, self‐confidence, perceived … – Brand familiarity had positive effects and extrinsic attributes had negative effects on the perceived equivalent quality of … the MP3 players for both the prototypical and me‐too brands. Further, brand familiarity and extrinsic attributes produced …