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.

Guest editors:
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.


Article overview