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Examines how customers react to service extensions, or the use of an established company name to enter new service categories or classes. Reports the findings of an experiment designed to assess the effectiveness of the extensions. Discusses the managerial implications of the results for service extension strategies in the marketplace.

This study aims to address two research questions. First, do the agricultural extension services have an impact on the potential outcomes considered in the primary studies, and to what extent? Second, how sensitive is the reported impact to the study-specific characteristics in the primary studies?

The paper synthesizes 45 studies that assessed the causal impact of agricultural extension services published in 2004–2021, using meta-regression analysis. It considers three measures of effect sizes – Cohen’s, Hedges and principal correlation coefficient (PCC) – to standardize the reported impact of agricultural extension services in the primary studies.

The empirical results show that, on average, agricultural extension services have statistically significant and positive impacts on the potential outcomes identified in the primary studies. However, the magnitude of the impact is considered medium-sized. Other results show that the effect size estimates of agricultural extension services' impact significantly vary with the data type (cross-sectional data vs. panel data), research design (non-experimental vs. experimental design) and econometric methods employed in the primary studies.

One can argue that the medium-sized impact we estimated indicates evidence of a moderate, weak relationship between agricultural extension services and the potential outcomes considered in the primary studies. This means that agricultural extension services need to be restructured in the current form to stimulate change in the agricultural sector globally. In addition, the sensitivity of effect sizes to study attributes (i.e. data types, research design and econometric methods) shows that researchers and academicians need to pay attention to these attributes to provide more reliable estimates for policy purposes.

This is the first study that attempts to shed light on the overall performance of agricultural extension services using a meta-regression analysis approach.

The poor performance of public agricultural extension systems in developing countries engendered interest in pluralistic concepts of extension involving a variety of service providers. Within the reform agenda, modalities relying on private‐sector providers were perceived as a path to improvement. This paper aims to assess the potential and limitations of such modalities.

The paper discusses the conceptual underpinnings of these extension approaches, highlights theoretical and practical challenges inherent in their design, and provides an assessment of several performance‐based case studies described in the formal and informal literature.

Many of the modalities reviewed entail partnerships between the public sector, farmers' organizations or communities, and private‐sector providers. The paper concludes that while private‐sector participation can overcome some of the deficiencies of public extension systems, there are also challenges that have been faced, including misuse of public funds, insufficient accountability to farmers, inequitable provision of service, inadequate quality, and limited coverage of the wide range of farmers' needs.

The review suggests that private‐sector involvement in extension is no panacea. Extension systems need not be uniform, and will require different providers for different clienteles, with public providers and funding focusing more on smaller‐scale and less commercial farmers. The public sector may need to provide some regulatory oversight of private‐sector extension activities, particularly when public funding is involved.

The paper draws conclusions from a diverse range of experiences, some of which are recent, and provides comparative insights. It may be of interest to development scholars and practitioners.

The main objective of this study is to analyse the influence that service brand extensions have on corporate image.

After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall corporate image. Statistical analysis of data from a market survey involving actual services brands and hypothetical extensions was undertaken. Structural equation modelling was the main methodology employed.

It was found that the extent of perceived fit between the corporate brand and the service extension influences the perceived quality of the extension, which in turn affects corporate image, especially for corporate brands that originally had highly rated images.

Given that the study was done with hypothetical brand extensions, the proposed model is not tested in a real situation.

The results offer important implications, both for academics and managers. Through an effective communication policy, the company must increase the perceived fit. The results also suggest directions for further research. For example, it would be interesting to explore how the model works across services categorised on the continuum of search, experience and credence.

In the literature, there are few works analysing the effect of service extensions on corporate image. The research allows the understanding of the concept of corporate image and the role performed by service brand extensions. The proposed model and the estimation with SEM methodology add value to the existing knowledge.

The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension.

A survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM).

The study indicated that context (SS or SG) moderated the influence of factors on attitude toward brand extension. A favorable attitude towards the parent brand had a greater positive influence on SS brand extension compared with SG brand extension. Quality variance among service types under the parent brand had a higher negative impact on attitude towards SG brand extension than on attitude towards SS brand extension.

Managers may prefer extending a service brand to another service rather than a good when consumers have a favorable attitude towards the brand. Furthermore, when the perceived quality of service types under a service brand varies substantially, extension of the brand to a good requires greater concern than extension to a service.

The unique contribution of this study is the examination of the moderating influence of the characteristics of an offering (SS vis-à-vis SG) on the link between brand extension attitude and its influencing factors.

The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension across three product types, namely, FMCG, durable goods and service (FDS) sectors. More importantly, the study seeks to explore the importance of involvement profile comprising relevance, pleasure, sign‐value, risk importance and risk probability and perceived risk facets (financial, psychological and performance) in acceptance of brand extension across FDS.

Three questionnaire‐based surveys were conducted to collect the data for FMCG, durable and service brand extensions. Regression analyses and Chow test were computed to investigate differences in consumer evaluation across FDS.

Results revealed significant different effects of variables across the three product types. The impact of perceived quality was greater in the case of services than FMCG and durables. On the other hand, perceived risk and involvement had stronger influence on evaluation of durables and service than FMCG brand extensions.

The present study gives a comprehensive view of how consumers evaluate the service and non‐service brand extensions.

The major contributions of this study are: generalization of the findings related to brand extension incongruity in the service area; examination of the multidimensional role of involvement in terms of relevance, pleasure, sign value, risk importance and risk probability in brand extension context across FMCG, durables and service product types; and exploration of the role of risk facets, namely, financial, performance and psychological in determining consumers' attitude towards brand extension.

The purpose of this study is to propose a performance measurement (PM) model for agricultural extension agents. Based on an interdisciplinary approach, management accounting-agricultural extension, the study has three main research objectives: highlight the main concepts to be embedded in a PM model for agricultural extension agents in an agricultural extension organization (RO1); identify main PM components of the proposed PM model for agricultural extension agents (RO2); and investigate empirically the causal relationships in the proposed PM model (RO3).

An interdisciplinary literature review and a proposed PM model for agricultural extension agents are presented (RO1 and RO2). An empirical survey is incorporated, carried out in early 2011 (RO3), to examine three groups, totaling around 274 respondents. Data were collected through personal interviews using structured questionnaire forms. Path analysis technique was applied.

The authors propose a PM model consisting of five components. The five components are: agricultural extension agents’ characteristics, agents’ work attitudes, services provided, use of agricultural extension services and farmers’ satisfaction with agricultural extension services. The overall findings of the empirical surveys were found to validate the suggested causal relations among the components of the model. Findings indicate that 85 per cent of changes in farmers’ satisfaction with services are explained by changes in the preceding variables in the model.

It is, however, important to view this study with a few limitations in mind; for instance, using a survey method (e.g. sampling and the use of questionnaires in data collection); and the constraints associated with the model. That is to say that the components of the model could be further increased to incorporate other aspects of stakeholders, e.g. the economic impact of governmental financial policies on tax and the customs duties on agricultural products.

A Food and Agriculture Organization of the United Nations agricultural extension reference manual recommends certain purposes for a PM in agricultural extension organizations; interestingly, all these are already embedded in the proposed PM model, which makes it unequivocally a useful PM model for agriculture extension agents in agricultural extension organizations worldwide. Furthermore, the proposed model contributes significantly to agricultural extension practitioners and academics alike. It focuses the attention of agricultural extension organizations on the causal relationships among the model’s components. These components are linked to the agricultural extension organization strategies.

In addition to the practical implications above, the proposed PM model demonstrates the need for placing equal importance on all five components included and setting performance indicator (PI) targets.

The importance of this study emerges from the fact that it is helpful to examine the development and implementation of PM models across various disciplines to enhance understanding. The PM model overcomes the shortcomings in previous PM models of agricultural extension agents’ criteria/models in the agricultural extension literature. It is not merely a theoretically proposed model because the proposed causal relations amongst its variables are empirically investigated. Following management accounting and strategy theories, the authors propose that the relative importance of the attributes of PI in the proposed model differs according to each agricultural extension organization’s strategy, size and organizational structure.

This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension.

This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents reporting on both product and service extensions. Data were collected on three levels, namely, consumer level, parent brand level and extension level.

The findings indicate a general and consistent extension category-dependent effect that moderates the importance of brand extension success drivers. The influence of parent brand reliance and perceived parent brand quality were found to have stronger effects, whereas parent brand conviction was weaker in the context of service-to-service extensions.

The study focuses on two brands with four extensions. Further research could replicate the study with a broader range of brands and extensions.

The study provides guidance to service managers to enhance consumers’ extension evaluations through better-positioned communication efforts when extending to different categories.

The study is one of the first empirical investigations into category-extension effects and its moderating role regarding brand and consumer level success drivers. Sparse research has been dedicated to a real-world occurrence of services extending between extension categories; this study thus furthers service brand research in terms of brand management decisions.

This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual consumers of a national oil change retailer contemplating various service brand extensions.

Data for the study were collected in two separate surveys using structured self-administered questionnaires. Three drivers were measured for their effect on consumers’ usage consideration for service brand extensions (dependent variable), namely, parent brand evaluation, extension fit and degree of service intensity of the extension.

The results indicate that parent brand evaluations are the strongest drivers of brand extension usage consideration, regardless of the extension fit or the degree of service intensity of the extension. In addition, the findings suggest that the closer the fit to the parent brand, the more likely the extension will be considered. In contrast, consumers are less likely to consider using an extension as the level of service intensity increases.

This study’s use of actual customers of the brand, for real service brand extensions provides a higher degree of external validity than previous work in this area, and it yields a deeper understanding of the criteria used by consumers when evaluating service brand extensions. The study also provides managerial implications that are of practical value to academics and practitioners alike.

Business‐to‐business (B2B) manufacturing firms increasingly integrate services into their product portfolios under the same brand umbrella. This article aims to develop a conceptual model of the drivers of success for such B2B product‐to‐service brand extensions.

The research considers the drivers of product‐to‐service brand extensions success from an organizational buying behavior, branding, and service‐dominant logic (SDL) perspective.

In their product‐to‐service brand extensions, B2B firms are more likely to attain success if they have well‐regarded brand reputations, relevant service competencies, and strong buyer‐seller relationships. In addition, shared innovativeness, an ability to enhance utility and/or create transaction efficiencies, and effective marketing support are proposed to positively affect brand extension success.

Future studies need to test the proposed model.

The propositions encourage managers to develop product‐to‐service brand extensions according to their ability to add customer value and reduce risk rather than on the basis of the perceived fit between the service extension and the existing brand name.

Relatively few existing studies consider brand extension success, and virtually none of them address product‐to‐service brand extension success in a B2B context.