Risk Reduction and Umbrella Branding

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Journal

Title: The Journal of Business

Abbreviated Title: J BUS

Publisher: University of Chicago Press

ISSN (Print): 0021-9398

ISSN (Electronic): 1537-5374

Publication date Created: January 1992

Publication date (Print): January 1992

Volume: 65

Issue: 1

Page: 31

Article

DOI: 10.1086/296556

SO-VID: a6f8c5f6-2e72-414a-97ab-17b817088f22

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