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March 7, 2023Journal of MarketingOpen Access

A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

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CPChenming PengUniversity of International Business and EconomicsTBTammo H.A. BijmoltUniversity of GroningenFVFranziska VölcknerCBS International Business School

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Peng et al. (2023) studied this question.

synapsesocial.com/papers/6a126ee4bb918b6e5b67532ehttps://doi.org/10.1177/00222429231164654
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