The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis
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...
| Main Authors: | , |
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| Format: | Working Paper |
| Published: |
School of Marketing, Curtin Business School
2008
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| Subjects: | |
| Online Access: | 843 843 http://hdl.handle.net/20.500.11937/34790 |