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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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Bibliographic Details
Main Author:	Baird, Michael
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2009
Subjects:	Brand extensions Brand resonance Prototypicality Branding Brand prototypicality
Online Access:	http://hdl.handle.net/20.500.11937/31604

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