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dc.contributor.authorHupp, Oliveren_US
dc.contributor.authorRobbins, Daviden_US
dc.contributor.authorFournier, Susanen_US
dc.date2017-12-01
dc.date.accessioned2020-04-15T15:54:46Z
dc.date.available2020-04-15T15:54:46Z
dc.date.issued2018-05-01
dc.identifier.citationOliver Hupp, David Robbins, Susan Fournier. 2018. "At-Risk Brand Relationships and Threats to the Bottom Line." GfK Marketing Intelligence Review, Volume 10, Issue 1, pp. 58 - 63. https://doi.org/10.2478/gfkmir-2018-0010
dc.identifier.issn1865-5866
dc.identifier.urihttps://hdl.handle.net/2144/40188
dc.description.abstractLike a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events. When a brand is hit by a crisis, it is not necessarily the most successful strategy to focus exclusively on protecting positive emotional relationships. At-risk relationships are affected more than others and can lead to a significant decline of brand value. Our cases highlight that at-risk relationships represent a critical, but often overlooked, aspect of a brand’s relationship portfolio. Risks range from negative word of mouth that might have a negative impact on potential new customers to clear retention risk. Marketers should manage these risks proactively by identifying and investigating the nature of their customer relationships and by responding frankly and credibly to crisis events.en_US
dc.format.extentp. 58 - 63en_US
dc.language.isoen_US
dc.publisherWalter de Gruyter GmbHen_US
dc.relation.ispartofGfK Marketing Intelligence Review
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBrand relationshipsen_US
dc.subjectAt-risk relationshipsen_US
dc.subjectBrand risken_US
dc.subjectCrisis managementen_US
dc.titleAt-risk brand relationships and threats to the bottom lineen_US
dc.typeArticleen_US
dc.description.versionPublished versionen_US
dc.identifier.doi10.2478/gfkmir-2018-0010
pubs.elements-sourcemanual-entryen_US
pubs.notesBasic or Discovery Scholarshipen_US
pubs.notesEmbargo: Not knownen_US
pubs.organisational-groupBoston Universityen_US
pubs.organisational-groupBoston University, Questrom School of Businessen_US
pubs.publication-statusPublisheden_US
dc.identifier.mycv405139


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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International