... Brand attitude Risk management Belief congruence Consumer behavior Social marketing CSR Message framing Traditionally, companies avoided sociopolitical stances, fearing reputational damage (Hydock et al., 2020). Modern brands increasingly engage in brand activism, using corporate...

.... Pricing Strategy Decision making Risk Attribution theory Risk management Studying perceived risk is not novel to the field of marketing management because calculations of risk pervade every decision made by marketers. Anecdotally, risk calculation is a central managerial consideration in any...

... marketing examples) that would keep a reader more engaged and further support points and arguments. While most, if not all, concepts and ideas may not be new to marketers, they nevertheless are new in the context of risk literacy and risk management. The book is well organized with a progression of concepts...

.... Risk management Brand management Brand loyalty An executive summary for managers and executive readers can be found at the end of this article. In highly competitive markets with increasing unpredictability and decreasing product differentiation, brand loyalty is a central element...

... and satisfaction rates of different brand drivers leads to a continuous redefinition of contextual segments. In an effort to keep current customer segments and to attract new ones a balance must be sought continuously when adjusting the brand drivers. This kind of audit may also be perceived as a risk management...

... perspectives. This provides value for academic research because it is the first in the area of risk regarding the different perspectives. Howard Forman can be contacted at: forman@drexel.edu © Emerald Group Publishing Limited 2006 Risk management Pricing Pricing policy Perceived risk has...

... to new product developers that may reduce the risk of losing products to regulatory action. The subject company devised a risk management response to its product development. Their results offer direct implications for new product development teams in the drug industry. By extension, the implications may...

... that while the overall structure of the model is supported across countries, the relative importance of the extrinsic cues may vary across countries. © Emerald Group Publishing Limited 2004 Risk management Quality Pricing Brand image A number of authors have theorized that the quality...

... that statistically significant relationships (positive and negative, direct and indirect) among the concepts researched exist. © Emerald Group Publishing Limited 2004 Quality concepts Perception Risk management The logical and basic rule, which applies to each individual in the role...

... (PLMA, 2001). Among retailers, store brand strategies are popular, because of their potential for sales growth. During the past ten years, sales of store brands have grown at a pace outstripping that of national brands (PLMA, 2001). Retailing Brands Pricing Stores and supermarkets Risk...

... Market research New product development Product management Product testing Risk management Test marketing Concept tests provide early input from the customer on the usefulness,acceptability, and design of a product concept. These tests help avoid costly errors and allow time for redesign prior...