Vol. 10 / No. 1 / 2018
Brand Risk Matters
Fake News • Negative Brand Knowledge • Human Brands • Brand Cannibalization • Socio−Economic Risks • Brand Dilution • At−Risk Brand Relationships • Brand Performance Volatility
To encourage marketers to actively incorporate risk considerations into their branding strategies, we dedicate this issue to the potential dark sides of building strong brands.
Susan Fournier, Questrom Professor and Dean
Shuba Srinivasan, Norman and Adele Barron Professor in Management, Professor of Marketing
Both: Boston University, Questrom School of Business, Boston, MA, USA.