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Journals
NIM Marketing Intelligence Review
Volume 10 (2018): Issue 1 (May 2018)
Open Access
At-Risk Brand Relationships and Threats to the Bottom Line
Oliver Hupp
Oliver Hupp
,
David Robbins
David Robbins
and
Susan Fournier
Susan Fournier
| Apr 20, 2018
NIM Marketing Intelligence Review
Volume 10 (2018): Issue 1 (May 2018)
Brand Risk Matters
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Published Online:
Apr 20, 2018
Page range:
58 - 63
DOI:
https://doi.org/10.2478/gfkmir-2018-0010
Keywords
Brand Relationships
,
At-Risk Relationships
,
Brand Risk
,
Crisis Management
© 2018 Oliver Hupp et al., published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Oliver Hupp
Nuremberg, Germany
David Robbins
Detroit
Susan Fournier
Boston University, Questrom School of Business
Boston