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

Henseler, Jörg; Horváth, Csilla; Sarstedt, Marko und Zimmermann, Lorenz (2010): A cross-cultural comparison of brand extension success factors: A meta-study. In: Journal of Brand Management, Bd. 18, Nr. 1: S. 5-20

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.

• Dokumententyp: Zeitschriftenartikel
• Fakultät: Betriebswirtschaft > Institut für Marktorientierte Unternehmensführung
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• ISSN: 1350-231X
• Sprache: Englisch