Article | Journal of Business | January 1992

Risk Reduction and Umbrella Branding

by C. A. Montgomery and B. Wernerfelt

Keywords: Risk and Uncertainty; Brands and Branding;

Citation:

Montgomery, C. A., and B. Wernerfelt. "Risk Reduction and Umbrella Branding." Journal of Business 65, no. 1 (January 1992): 31–50.