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

José M. Pina, Francesca Dall'Olmo Riley and Wendy Lomax

Journal of Business Research, 2013, vol. 66, issue 9, 1411-1419

Abstract: 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).

Keywords: Brand extensions; Brand image; Services; Goods; Meta-analysis; Replication (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:9:p:1411-1419

DOI: 10.1016/j.jbusres.2012.05.008

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