Can you resonate with prototypical brand extensions?

Abstract

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. This study replicates and expands upon previous research methodologies (Grhan-Canli & Maheswaran 1998; Matthiesen & Phau 2005). Using an experimental study, a 3 (congruency) x 2 (typicality) x 2 (motivation) x 2 (brand type) factorial design was developed. Preliminary research chose a brand category of watches, with four real brands. The research will create a uni-dimensional prototypicality scale to use as a manipulation device for the current study, and will be the first to provide a measure for prototypical brands.