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

Jörg Henseler, Csilla Horvath, Marko Sarstedt, Lorenz Zimmermann

Research output: Contribution to journalArticleAcademic

10 Citations (Scopus)

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 languageEnglish
Pages (from-to)5-20
JournalJournal of brand management
Volume18
Issue number1
DOIs
Publication statusPublished - 2010
Externally publishedYes

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Keywords

  • Brand extension success
  • Culture
  • Meta-study

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