Brand Extension Evaluations


Joerg Henseler requests datasets for secondary data analysis or meta analysis on brand extension evaluations

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This announcement is a request for datasets for a secondary data analysis and/or meta analysis on brand extension evaluations. The aim of my research is to identify cultural differences in the way consumers evaluate brand extensions. Therefore, studies conducted around the world are welcome. The independent variables that should be included are the QUALITY of the parent brand and the FIT between the extension and the parent brand (e.g. Aaker & Keller 1990, Bottomley & Holden 2001). For culturally mixed samples (for instance, student samples including foreign students), the cultural background of the participants is also important.

The request is for both unpublished and published works.

Several authors in the marketing community have already been contacted directly and have responded. I am very grateful for their help. If you have studies and datasets that might be useful, please forward them to and please note the country where the study was set in.

Thank you very much for your help. I am looking forward to hearing from you.

Joerg Henseler
Assistant Professor of Marketing
Nijmegen School of Management
Radboud University Nijmegen
Thomas van Aquinostraat 1.1.51
6525 GD Nijmegen, The Netherlands
Phone: +31 24 3611854