Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model

By Huifang Mao, H. Krishnan. 2006

99 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/67690aa8e8c77f031a766331ba888127256c5b9a

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. T. Cornwell

In Marketing

1. T. Cornwell
2. Ravikanth Pappu
3. Abhishek Dwivedi

Citations in the corpus

• Sponsorship portfolio as a brand-image creation strategy (2011, background): “Prototype serves as a decision heuristic, and prototype fit facilitates information processing by generating an intuitive explanation of why objects belong to the same group (Mao and Krishnan, 2006).”