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Brand relationships and risk: influence of risk avoidance and gender on brand consumption

Author

Listed:
  • Seung-Hee Lee

    (Southern Illinois University, Carbondale, USA)

  • Jane E. Workman

    (Southern Illinois University, Carbondale, USA)

  • Kwangho Jung

    (Korea Institute of Public Affairs of the Graduate School of Public Administration, Seoul National University, 1 Gwanak-Ro, Gwanak-Gu, Seoul 08826, South Korea)

Abstract

Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market and society, various collaborations and co-creations derived from brand relationships generate various social network markets and open business innovations. Brand relationships and collaborative forms heavily depend on risk taking or risk avoidance. However, few studies have examined how brand relationship is related to risk avoidance. The purpose of this study is to investigate the influence of risk avoidance and gender on brand trust, brand credibility, brand loyalty, and brand choice overload. We review relevant literature on brand relationship and risk avoidance and develop research hypotheses about brand relationship and risk. We find that consumers’ risk avoidance influences brand trust, brand credibility, brand loyalty, and brand choice overload. We suggest implications about how brand relationships can promote social network markets and open business innovations through social construction process.

Suggested Citation

  • Seung-Hee Lee & Jane E. Workman & Kwangho Jung, 2016. "Brand relationships and risk: influence of risk avoidance and gender on brand consumption," Journal of Open Innovation: Technology, Market, and Complexity, MDPI, Open Access Journal, vol. 2(3), pages 1-15, August.
  • Handle: RePEc:gam:joitmc:v:2:y:2016:i:3:p:14-:d:130912
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Hyejeong Choi & Youngok Jeon & Hyerim Park & Ken Nah, 2018. "Collaborative workshop between client and agency for open innovation," Journal of Open Innovation: Technology, Market, and Complexity, MDPI, Open Access Journal, vol. 4(1), pages 1-23, April.
    2. Sungyong Choi & KyungBae Park & Sang-Oh Shim, 2018. "Comparing validity of risk measures on newsvendor models in open innovation perspective," Journal of Open Innovation: Technology, Market, and Complexity, MDPI, Open Access Journal, vol. 4(1), pages 1-12, January.

    More about this item

    Keywords

    Brand relationship; Brand trust; Brand credibility; Brand choice overload; Risk avoidance; Social network markets;

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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