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

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.