Author： Herbig Paul Milewicz John
Publisher： Emerald Group Publishing Ltd
ISSN： 0736-3761
Source： Journal of Consumer Marketing, Vol.12, Iss.4, 1995-04, pp. : 5-10
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Abstract
What is the importance of a firm's reputation to the success or failure of its brands? What is the effect on the firm's brands when a firm's reputation, either through acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Can a brand's reputation be transferred successfully to other products? These issues are addressed.
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