@conference{72d32d8a2465417b81412eb98fa7155e,
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",
month = aug,
day = "17",
language = "English",
note = "AMA Summer Educator's Conference, Chicago 2012 ; Conference date: 17-08-2012 Through 19-08-2012",
}