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

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 th...

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Bibliographic Details
Published inThe journal of brand management Vol. 18; no. 1; pp. 5 - 20
Main Authors Henseler, Jörg, Horváth, Csilla, Sarstedt, Marko, Zimmermann, Lorenz
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 01.09.2010
Palgrave Macmillan, a Division of Macmillan Publishers Ltd. (Springer)
Palgrave Macmillan
Subjects
Analysis
Asian Americans
Brand identification
Brand name products
Branding
Business and Management
Case studies
Consumer preferences
Consumers
Corporate identity
Cross cultural studies
Cultural differences
Culture
Influence
Management
Marketing
Marketing research
Meta-analysis
Multiculturalism
Original Article
Product development
Social aspects
Studies
Success factors
United States
culture
brand extension success
meta-study
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Summary: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.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 23
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2010.25