The Role of Parent Brand Quality for Service Brand Extension Success

Journal of Service Research (JSR), Vol. 13, No. 4, pp. 379-396, 2010

Posted: 24 Jan 2014 Last revised: 6 Jan 2015

See all articles by Franziska Völckner

Franziska Völckner

University of Cologne - Faculty of Management, Economics and Social Sciences

Henrik Sattler

University of Hamburg

Thorsten Hennig-Thurau

University of Muenster

Christian M. Ringle

Hamburg University of Technology (TUHH)

Date Written: 2010

Abstract

Although substantial differences between product quality and service quality have spurred service research for the past 30 years, studies of brand extension success drivers in a services context measure the core driver of parent brand quality, using scales developed for fast moving consumer goods (FMCG). This study instead assesses parent brand quality with a context-specific measure, drawn from service quality research, and analyzes the relative effects of key brand extension success drivers for services. Partial least squares (PLS) modeling offers diagnostic information about the impact of three dimensions of perceived parent brand quality on the perceived service quality of an extension product, a key success metric for service brand extensions. In contrast with previous studies, the dominant success driver is parent brand quality rather than the perceived fit between the parent brand and the extension. Moreover, all three dimensions of parent brand quality constitute distinct drivers that should be considered when managers assess the chances of service brand extension success, with outcome quality having the strongest impact on service brand extension success. An importance performance analysis of the PLS estimates for 27 hypothetical service extensions demonstrates the diagnostic value of this approach and charts a "priority map" for managerial decisions.

Keywords: service brand extensions, success drivers, perceived service quality, partial least squares

JEL Classification: A00

Suggested Citation

Völckner, Franziska and Sattler, Henrik and Hennig-Thurau, Thorsten and Ringle, Christian M., The Role of Parent Brand Quality for Service Brand Extension Success (2010). Journal of Service Research (JSR), Vol. 13, No. 4, pp. 379-396, 2010, Available at SSRN: https://ssrn.com/abstract=2383857

Franziska Völckner

University of Cologne - Faculty of Management, Economics and Social Sciences ( email )

Richard-Strauss-Str. 2
Cologne, D-50923
Germany

Henrik Sattler (Contact Author)

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Thorsten Hennig-Thurau

University of Muenster ( email )

Am Stadtgraben 13-15
Muenster, D-48143
Germany

HOME PAGE: http://www.marketingcenter.de/mm/en/index.php

Christian M. Ringle

Hamburg University of Technology (TUHH) ( email )

Am Schwarzenberg-Campus 4
Hamburg, 21073
Germany

HOME PAGE: http://www.tuhh.de/hrmo

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