search query: @author Iversen, N. M. / total: 3
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| 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 author´s hypotheses were developed and tested among 701 consumers. |
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