"Uh-Oh, Where Is Our Brand Headed?" Exploring the Role of Risk in Brand Change

This paper presents an interpretive study of comments from brand enthusiasts in regard to brand change, as expressed in an internet discussion forum. Contributing to the theory and practice of brand meaning management, it highlights how consumers generate and circulate risk-imbued accounts of brand change. The findings indicate new facets of risk that brand loyalty brings into play. These extend beyond the traditional view of risk in consumer research. Examining risk as a pivotal concern to brand enthusiasts, the paper adds to knowledge on the complications of strong consumer-brand linkages.


Henrik Sjodin (2007) ,""Uh-Oh, Where Is Our Brand Headed?" Exploring the Role of Risk in Brand Change", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 49-53.


Henrik Sjodin, Center for Consumer Marketing, Stockholm School of Economics, Sweden


NA - Advances in Consumer Research Volume 34 | 2007

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