Monitoring Marketing Sources of Brand Reputation Risk

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Open Access

|Apr 2023

Fournier, S., Srinivasan, S., & Eckhardt, G. (2022). Gaining legitimacy by managing a brand’s sociopolitical risks. (Working Paper). Boston University Questrom School of Business.
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Fournier, S., Srinivasan, S., & Marrinan, P. (2021). Turning socio-political risk to your brand’s advantage. NIM Marketing Intelligence Review, 13(2), 18-25.
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Hsu, L., Fournier, S., & Srinivasan, S. (2016). Brand architecture strategy and firm value: How leveraging, separating, and distancing the corporate brand affects risk and returns. Journal of the Academy of Marketing Science, 44(2), 261-280.
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Language: English

Page range: 46 - 53

Published on: Apr 19, 2023

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

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© 2023 Susan Fournier, Shuba Srinivasan, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.