A cross-cultural comparison of brand extension success factors: A meta-study

Jörg Henseler; Csilla Horvath; Marko Sarstedt; Lorenz Zimmermann

doi:10.1057/bm.2010.25

A cross-cultural comparison of brand extension success factors: A meta-study

Jörg Henseler, Csilla Horvath, Marko Sarstedt, Lorenz Zimmermann

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18 Citations (Scopus)

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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	The journal of brand management
Volume	18
Issue number	1
DOIs	https://doi.org/10.1057/bm.2010.25
Publication status	Published - 2010
Externally published	Yes

Keywords

Brand extension success
Culture
Meta-study

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10.1057/bm.2010.25

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AB - 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.

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KW - Meta-study

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A cross-cultural comparison of brand extension success factors: A meta-study

Abstract

Keywords

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