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

Producción científica: Contribución a una conferencia › Contribución

Resumen

Reclamat a professor

Idioma original	Inglés
Estado	Publicada - 17 ago 2012
Evento	AMA Summer Educator's Conference, Chicago 2012 - Duración: 17 ago 2012 → 19 ago 2012

Conferencia

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

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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",

month = aug,

day = "17",

language = "English",

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

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TY - CONF

T1 - Risk reducing portfolio effects: Uncertainty avoidance in brand extensions

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

Resumen

Conferencia

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Cómo citar