Can you resonate with prototypical brand extensions?
Brand prototypicality is an area that has had limited research in the past. With brand extensions becoming more and more relevant in the market, it is important to know how prototypical brands can extend their brand. Further, there is a lack of research that examines brand resonance, specifically in...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/31604 |