The current study examines gender's differences on self-confidence, perceived quality, extrinsic attributes, perceived risk and purchase intentions of prototypical and me-too brands from a Generation Y perspective. A pen and paper survey was administered to 348 students at three Australian...

This paper examines the effects of brand credibility, a central concept in information economics–based approaches to brand effects and brand equity, on consumer choice and choice set formation. We investigate the mechanisms through which credibility effects materialize, namely, through...

This study investigated the correlations among variables for credence service in the context of monetary sales promotion. The findings suggested that perceived price directly affected perceived quality, with a negative effect. Perceived price had a positive effect directly on perceived value....