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 |
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School of Marketing, Curtin Business School
2008
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| Online Access: | 843 http://hdl.handle.net/20.500.11937/34790 |
| _version_ | 1848754319128526848 |
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| author | Baird, Michael Phau, Ian |
| author_facet | Baird, Michael Phau, Ian |
| author_sort | Baird, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 regards to prototypicality. Thus, this study will examine the prototypicality on brand resonance of brand extensions. The study has three overriding research questions, as follows; 1) What impact does congruency of extension fit and parent brand prototypicality have on the enhancement or dilution of brand resonance, 2) To what extent does consumers? level of motivation processing moderate the enhancement or dilution of brand resonance, and 3) How does a functional (symbolic) parent brand influence the congruency of extension fit, parent brand prototypicality, and the moderating role of motivation processing on the enhancement or dilution of brand resonance. |
| first_indexed | 2025-11-14T08:38:31Z |
| format | Working Paper |
| id | curtin-20.500.11937-34790 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:38:31Z |
| publishDate | 2008 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-347902018-04-13T06:46:18Z The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis Baird, Michael Phau, Ian Brand extensions Symbolic brand Brand resonance Parent brand Brand prototypicality 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 regards to prototypicality. Thus, this study will examine the prototypicality on brand resonance of brand extensions. The study has three overriding research questions, as follows; 1) What impact does congruency of extension fit and parent brand prototypicality have on the enhancement or dilution of brand resonance, 2) To what extent does consumers? level of motivation processing moderate the enhancement or dilution of brand resonance, and 3) How does a functional (symbolic) parent brand influence the congruency of extension fit, parent brand prototypicality, and the moderating role of motivation processing on the enhancement or dilution of brand resonance. 2008 Working Paper http://hdl.handle.net/20.500.11937/34790 843 7204 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Brand extensions Symbolic brand Brand resonance Parent brand Brand prototypicality Baird, Michael Phau, Ian The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| title | The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| title_full | The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| title_fullStr | The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| title_full_unstemmed | The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| title_short | The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| title_sort | effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis |
| topic | Brand extensions Symbolic brand Brand resonance Parent brand Brand prototypicality |
| url | 843 843 http://hdl.handle.net/20.500.11937/34790 |