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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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Bibliographic Details
Main Authors:	Baird, Michael, Phau, Ian
Other Authors:	Spanjaard, S.
Format:	Conference Paper
Published:	University of Western Sydney 2008
Subjects:	Brand extensions Motivation processing Brand resonance Prototypical brands Brand congruency
Online Access:	843 http://hdl.handle.net/20.500.11937/7224

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