Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach

The paper examines the generalizability of forward and feedback effects of durable goods and service brand extensions through a main study and four replications. The replications address the generalizability of empirical findings across characteristics of parent brand (luxury versus non-luxury), extension type (e.g., goods extending into goods versus extending into services), and country (Spain, U.K. and Italy).

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Year of publication:	2013
Authors:	Pina, José M. ; Dall'Olmo Riley, Francesca ; Lomax, Wendy
Published in:	Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 66.2013, 9, p. 1411-1419
Publisher:	Elsevier
Subject:	Brand extensions \| Brand image \| Services \| Goods \| Meta-analysis \| Replication

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Type of publication:	Article
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010869820