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Articles (387)

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1-10 of 387 results for brand risk

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Select article: Direct and Moderating Influence of Perceived Fit,Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India

Retricted access

Research article

First published 2018-12

Direct and Moderating Influence of Perceived Fit,Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India

Vibhuti Tripathi, Pooja Rastogi, Suresh Kumar

Global Business Review

Select article: Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk

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Research article

First published 2005-04

Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk

Devon DelVecchio, Daniel C. Smith

Journal of the Academy of Marketing Science

Select article: Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk

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Research article

First published 2024-12

Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk

Nicholas Light, Philip M. Fernbach

Journal of Marketing Research

Select article: Store Brand Proneness: Effects of Perceived Risks,Quality and Familiarity

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Research article

First published 2012-2

Store Brand Proneness: Effects of Perceived Risks,Quality and Familiarity

Yap Sheau-Fen, Leong Sun-May, Wee Yu-Ghee

Australasian Marketing Journal

Select article: Consumer-Based Brand Equity and Firm Risk

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Research article

First published 2009-11

Consumer-Based Brand Equity and Firm Risk

Lopo L. Rego, Matthew T. Billett, Neil A. Morgan

Journal of Marketing

Select article: Brand advantage,risk mitigation,and the illusion of democracy: Approaches to school governance

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Research article

First published 2025-7

Brand advantage,risk mitigation,and the illusion of democracy: Approaches to school governance

Janet E. Hetherington, Gillian Forrester

Educational Management Administration & Leadership

Select article: Do Brand-Affiliated Hotels Have Lower Cash-Flow Risk?

Open access

Research article

First published 2023-8

Do Brand-Affiliated Hotels Have Lower Cash-Flow Risk?

Peng Liu, John W. O’Neill

Cornell Hospitality Quarterly

Select article: Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences,Perceptions,and Risk

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Research article

First published 2004-2

Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences,Perceptions,and Risk

Tülin Erdem, Ying Zhao, Ana Valenzuela

Journal of Marketing Research

Select article: An Investigation of Perceived Risk at the Brand Level

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Research article

First published 1976-5

An Investigation of Perceived Risk at the Brand Level

J. Paul Peter, Michael J. Ryan

Journal of Marketing Research

Select article: Dimensions of Strong Brand and Risk: Based on a Liquidity-Augmented Capital Asset Pricing Model

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Research article

First published 2013-6

Dimensions of Strong Brand and Risk: Based on a Liquidity-Augmented Capital Asset Pricing Model

Hyo-Youn Chu

Global Business Review

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