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

机译：概括商品和服务品牌扩展的溢出效应：一种荟萃分析方法

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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). To establish the generalizability of results across the studies, the first instance uses a vote counting procedure-counting the number of significant and non-significant results for each hypothesis. This procedure reveals some potentially useful patterns, such as the extension type as a possible intervening factor. Overall, however, establishing conclusive results about the characteristics of the parent brand and the country is difficult. Researchers then adopt a meta-analysis approach by integrating all effect sizes obtained in each experiment. Results show that fit between the extension and the parent brand is consistently the main factor when consumers evaluate brand extensions and the extended brands. However, brand image is more vulnerable to the perceptions of fit for parent brands associated with durable goods than for parent brands associated with services. Hence, when launching brand extensions, goods brands may face a higher risk to image than service brands. Another notable finding is that the effect of brand image on extension attitude is lower when the extension is in a different sector than the parent brand. Finally, neither the characteristics of the parent brand (luxury versus non-luxury) nor the country affected the results.
机译：本文通过一项主要研究和四次重复研究，考察了耐用品和服务品牌扩展的正向和反馈效应的一般性。这些复制解决了母品牌特征（奢侈品与非奢侈品），扩展类型（例如，商品扩展为商品而扩展为服务）以及国家（西班牙，英国和意大利）的特征的经验发现的一般性。为了确定研究结果的可概括性，首先使用投票计数程序-计算每个假设的重要和非重要结果的数量。此过程揭示了一些潜在有用的模式，例如扩展类型（可能是干预因素）。但是，总的来说，很难确定有关母品牌和国家特征的结论性结果。然后，研究人员通过整合每个实验中获得的所有效应大小，采用荟萃分析方法。结果表明，当消费者评估品牌扩展和扩展品牌时，扩展与母品牌之间的契合度始终是主要因素。但是，与耐用品相关的母品牌比与服务相关的母品牌，品牌形象更容易受到与耐用品相关的母品牌的契合感的影响。因此，在启动品牌扩展时，商品品牌可能比服务品牌面临更高的形象风险。另一个值得注意的发现是，当品牌推广与母品牌不在同一部门时，品牌形象对品牌推广态度的影响较小。最后，母品牌的特征（豪华与非豪华）或国家都不会影响结果。

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