Service Delivery and Branding Management in Digital Platforms: Innovation through Brand Extension

Purpose. Resources and experiences may give platform owners an advantage to expand their business new areas of possible growth. However, can the winner take it all? Or is spandex rule—“just because you can, does not mean should”—valid for platforms, as well? The present study aimed at narrowing this research gap by focusing on innovation through brand extension impact customer satisfaction loyalty in ever-greater area service sector. Design/Methodology/Approach. partial least-squares structural equation modelling (PLS-SEM) applied analyse questionnaires explore relationships between proposed model’s constructs. Findings. results reveal that impacts favourably. Customer mediates relation loyalty. Parent reputation intensifies loyalty, while perceived risk deters its effects. innovativeness enhances satisfaction. Finally, category similarity (fit) augments impacting negatively. Practical Implications. findings provide a deeper understanding management digital platforms forge promising path forward marketing researchers investigating economy. Originality/Value. Little remains acknowledged regarding theoretical interface sphere consequences behaviour. Building lacuna, authors adopt underexplored object focuses extension, satisfaction,