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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)...

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Bibliographic Details
Main Author:	Baird, Michael David
Format:	Thesis
Language:	English
Published:	Curtin University 2015
Online Access:	7204 http://hdl.handle.net/20.500.11937/863

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