Risk Reduction and Umbrella Branding

Authors
Cynthia A. Montgomery Birger Wernerfelt
Citation
Cynthia A. Montgomery et Birger Wernerfelt, Risk Reduction and Umbrella Branding, The Journal of business, 65(01), 1992, pp. 31
Journal title
The Journal of business → ACNP
ISSN journal
00219398
Volume
65
Issue
01
Year of publication
1992
Database
ICR
SICI code
0021-9398(1992)65:01<31:RRAUB>2.0.ZU;2-V