Journal of Brand Management

, Volume 18, Issue 1, pp 5–20 | Cite as

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

  • Jörg Henseler
  • Csilla Horváth
  • Marko Sarstedt
  • Lorenz Zimmermann
Original Article


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.


brand extension success culture meta-study 



The authors thank Charles Hofacker and the AMA ELMAR list for the valuable support in identifying and contacting the authors of relevant brand extension studies. Moreover, we convey our gratitude to all the authors who made their data available. Finally, we express thanks to the editor, as well as the anonymous reviewers for their helpful comments.


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010

Authors and Affiliations

  • Jörg Henseler
    • 1
  • Csilla Horváth
    • 1
  • Marko Sarstedt
    • 1
  • Lorenz Zimmermann
    • 1
  1. 1.Institute for Market-based Management (IMM), Munich School of Management, Ludwig-Maximilians-Universität MünchenMunichGermany

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