Work

Risk Reduction and Umbrella Branding

Year: 1992

Type: article

Source: The Journal of Business

DOI: 10.1086/296556

Authors: Cynthia A. Montgomery, Birger Wernerfelt

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2019819919

FWCI: 5.646

Cites: 12

Cited by: 228

Related to: 10