A conceptual analysis of the effects of product prototypicality on brand resonance in 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. 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.