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