Publications
Publications
  • January 1992
  • Article
  • Journal of Business

Risk Reduction and Umbrella Branding

By: C. A. Montgomery and B. Wernerfelt
  • Format:Print
  • | Pages:20
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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.

About The Author

Cynthia A. Montgomery

Strategy
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