search query: @author Iversen, N. M. / total: 3
reference: 2 / 3
Author: | Hem, L. E. Chernatony, L. de Iversen, N. M. |
Title: | Factors influencing successful brand extensions |
Journal: | Journal of Marketing Management
2003 : VOL 19:7-8, p. 781-806 |
Index terms: | BRANDS REPUTATION |
Language: | eng |
Abstract: | Brand extension strategies are often followed by organizations. This article examines brand reputation, consumer innovativeness on the success of brand extensions, service sectors and durable goods. A set of authorĀ“s hypotheses were developed and tested among 701 consumers. |
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