In this article, we examine the infl uence 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 signifi cant infl uence on brand extension success by not only moderating the effects of the mother brand ’ s quality, but also by moderating the fi t between the brand and the extension.
|Journal||Journal of Brand Management|
|Publication status||Published - 1 Jan 2010|