In this article, we examine the influence of cross-cultural traits on brand extension success. Drawing on prior brand extension studies from different countries, we conduct a comprehensive meta-analysis, complementing the data sets with Hofstede's cultural dimensions values. Our results show that all the dimensions either directly or indirectly exert a significant influence on brand extension success by not only moderating the effects of the mother brand's quality, but also by moderating the fit between the brand and the extension.
- Brand extension success
Henseler, J., Horvath, C., Sarstedt, M., & Zimmermann, L. (2010). A cross-cultural comparison of brand extension success factors: A meta-study. Journal of brand management, 18(1), 5-20. https://doi.org/10.1057/bm.2010.25