Risk reducing portfolio effects: Uncertainty avoidance in brand extensions

Matthew Allen Hawkins; Jatinder Jit Singh

Risk reducing portfolio effects: Uncertainty avoidance in brand extensions

Matthew Allen Hawkins, Jatinder Jit Singh

Esade

Producció científica: Contribució a una conferència › Contribució

Resum

An individual's level of uncertainty avoidance impacts brand extension evaluations but uncertainty avoidance is composed of two sub-dimensions: risk aversion and ambiguity tolerance. This study finds high uncertainty avoidance individuals prefer extensions from broad breadth brands over narrow brands which conflicts with prior studies and this finding holds across sub-dimensions.

Idioma original	Anglès
Estat de la publicació	Publicada - 17 d’ag. 2012
Esdeveniment	AMA Summer Educator's Conference, Chicago 2012 - Durada: 17 d’ag. 2012 → 19 d’ag. 2012

Conferència

Conferència	AMA Summer Educator's Conference, Chicago 2012
Període	17/08/12 → 19/08/12

Com citar-ho

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title = "Risk reducing portfolio effects: Uncertainty avoidance in brand extensions",

abstract = "An individual's level of uncertainty avoidance impacts brand extension evaluations but uncertainty avoidance is composed of two sub-dimensions: risk aversion and ambiguity tolerance. This study finds high uncertainty avoidance individuals prefer extensions from broad breadth brands over narrow brands which conflicts with prior studies and this finding holds across sub-dimensions.",

author = "Hawkins, {Matthew Allen} and Singh, {Jatinder Jit}",

year = "2012",

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day = "17",

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note = "AMA Summer Educator's Conference, Chicago 2012 ; Conference date: 17-08-2012 Through 19-08-2012",

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AU - Hawkins, Matthew Allen

AU - Singh, Jatinder Jit

PY - 2012/8/17

Y1 - 2012/8/17

N2 - An individual's level of uncertainty avoidance impacts brand extension evaluations but uncertainty avoidance is composed of two sub-dimensions: risk aversion and ambiguity tolerance. This study finds high uncertainty avoidance individuals prefer extensions from broad breadth brands over narrow brands which conflicts with prior studies and this finding holds across sub-dimensions.

AB - An individual's level of uncertainty avoidance impacts brand extension evaluations but uncertainty avoidance is composed of two sub-dimensions: risk aversion and ambiguity tolerance. This study finds high uncertainty avoidance individuals prefer extensions from broad breadth brands over narrow brands which conflicts with prior studies and this finding holds across sub-dimensions.

M3 - Contribution

T2 - AMA Summer Educator's Conference, Chicago 2012

Y2 - 17 August 2012 through 19 August 2012

ER -

Risk reducing portfolio effects: Uncertainty avoidance in brand extensions

Resum

Conferència

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