Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 5-20 |
| Journal | Journal of brand management |
| Volume | 18 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2010 |
| Externally published | Yes |
Keywords
- Brand extension success
- Culture
- Meta-study