Risk reducing portfolio effects : uncertainty avoidance in brand extensions
Year of publication: |
2013
|
---|---|
Authors: | Hawkins, Matthew A. ; Singh, Jatinder Jit |
Published in: |
Marketing in the socially-networked world : challenges of emerging, stagnant & resurgent markets ; AMA Summer Educators' Conference 2012 ; AMA educators' proceedings Volume 23 ; Chicago, Illinois, USA, 17 - 19 August 2012. - Red Hook, NY : Curran Associates, ISBN 978-1-62276-539-3. - 2013, p. 143-149
|
Subject: | Risiko | Risk | Markentransfer | Brand extension | Portfolio-Management | Portfolio selection | Markenführung | Brand management |
-
Exploring the multidimensional role of involvement and perceived risk in brand extension
Srivastava, Kavita, (2011)
-
Pontes, Nicolas, (2017)
-
Bräutigam, Sören, (2004)
- More ...
-
Singh, Jatinder Jit, (2012)
-
A special emphasis and look at the emotional side of ethical decision-making
Vitell, Scott J., (2013)
-
Singh, Jatinder Jit, (2018)
- More ...