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

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

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).

Suggested Citation

  • Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1411-1419
    DOI: 10.1016/j.jbusres.2012.05.008
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