Risk Reducing Portfolio Effects: Uncertainty Avoidance in Brand Expressions

Matthew Hawkins () and J. Singh Jatinder
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Matthew Hawkins: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
J. Singh Jatinder: ESADE Barcelona - Sant Cugat

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Keywords: Brand; Expressions (search for similar items in EconPapers)
Date: 2012
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Published in AMA Summer Marketing Educators Confernce, 2012, Chicago - Etats-Unis d'Amérique, Unknown Region

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01514788

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