Effects of Product Prototypicality on Brand Resonance in Brand Extensions
This study investigates whether differing degrees of prototypical brands and brands that are either functional or symbolic in nature can undertake brand extensions, and if so, to what degree of congruency. The research uses a factorial design of 3 (congruency) x 2 (prototypicality) x 2 (motivation)...
| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
Curtin University
2015
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| Online Access: | 7204 http://hdl.handle.net/20.500.11937/863 |
| _version_ | 1848743502731542528 |
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| author | Baird, Michael David |
| author_facet | Baird, Michael David |
| author_sort | Baird, Michael David |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study investigates whether differing degrees of prototypical brands and brands that are either functional or symbolic in nature can undertake brand extensions, and if so, to what degree of congruency. The research uses a factorial design of 3 (congruency) x 2 (prototypicality) x 2 (motivation) x 2 (brand type) using four real brands. The study also creates a uni-dimensional prototypicality scale which is the first to provide a Likert type measure for prototypical brands. |
| first_indexed | 2025-11-14T05:46:36Z |
| format | Thesis |
| id | curtin-20.500.11937-863 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T05:46:36Z |
| publishDate | 2015 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-8632018-04-13T06:46:18Z Effects of Product Prototypicality on Brand Resonance in Brand Extensions Baird, Michael David This study investigates whether differing degrees of prototypical brands and brands that are either functional or symbolic in nature can undertake brand extensions, and if so, to what degree of congruency. The research uses a factorial design of 3 (congruency) x 2 (prototypicality) x 2 (motivation) x 2 (brand type) using four real brands. The study also creates a uni-dimensional prototypicality scale which is the first to provide a Likert type measure for prototypical brands. 2015 Thesis http://hdl.handle.net/20.500.11937/863 en 7204 34770 Curtin University fulltext |
| spellingShingle | Baird, Michael David Effects of Product Prototypicality on Brand Resonance in Brand Extensions |
| title | Effects of Product Prototypicality on Brand Resonance in Brand Extensions |
| title_full | Effects of Product Prototypicality on Brand Resonance in Brand Extensions |
| title_fullStr | Effects of Product Prototypicality on Brand Resonance in Brand Extensions |
| title_full_unstemmed | Effects of Product Prototypicality on Brand Resonance in Brand Extensions |
| title_short | Effects of Product Prototypicality on Brand Resonance in Brand Extensions |
| title_sort | effects of product prototypicality on brand resonance in brand extensions |
| url | 7204 7204 http://hdl.handle.net/20.500.11937/863 |