Factors influencing successful brand extensions Dr Leif E. Hem Associate Professor Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045, Bergen Norway Tel No. Int. Code + 47 55 95 96 85 Fax No. Int. Code + 47 55 95 98 74 email: leif.hem@snf.no Leslie de Chernatony* Professor of Brand Marketing Birmingham University Business School The University of Birmingham Winterbourne 58 Edgbaston Park Road Edgbaston Birmingham B15 2RT England Tel No. Int. Code + 44 121 414 2299 Fax No. Int. Code + 44 121 414 7791 email : L.Dechernatony@bham.ac.uk Nina M. Iversen Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045, Bergen Norway September 2001 * Author for correspondence