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

Research output: Conference paper › Contribution

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.

Original language	English
Publication status	Published - 17 Aug 2012
Event	AMA Summer Educator's Conference, Chicago 2012 - Duration: 17 Aug 2012 → 19 Aug 2012

Conference

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

Cite this

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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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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

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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

Abstract

Conference

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