A conceptual analysis of the effects of product prototypicality on brand resonance in 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: | Conference Paper |
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University of Western Sydney
2008
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| Online Access: | 843 843 843 http://hdl.handle.net/20.500.11937/7224 |