4Birger Wernerfeh.Umbrella Branding as a Signal of New Product Quality: An Example of Reputational Economics of Scope[R].Northwestem University, Kellog GSM DP NO.715, 1986 (6) : 9-26.
5Birger Wemeffeh.Umbrella Branding as a Signal of New Product Quality [J].Rand Journal of Economies, 1988 (3) :458--466.
6Aaker David, Kevin Keller.Consumer Evaluations of Brand Extensions[J].Journal of Marketing, 1990 (1) : 27-41.
7Luis M B Cabral.Stretching Firm and Brand Reputation[J].Rand Journal of Economics, 2000 (4) : 516-525.
8Luis M B Cabral.Optimal Brand Umbrella Size[R].Diseussion Paper, Department of Economies, Stem School of Business, 2001 : 1-8.
9Luis M B Cabral.Umbrella Branding with Imperfect Observability and Moral Hazard [R].New York University Revised, 2008: 21-33.
10Cynthia A, Montgomery, Birger Wernerfeh. Risk Reduction and Umbrella Branding[J].Journal of Business, 1992 (1) : 31-50.