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Journal of Open Innovation: Technology, Market, and Complexity is published by MDPI from Volume 4 Issue 2 (2018). Previous articles were published by another publisher in Open Access under a CC-BY (or CC-BY-NC-ND) licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Springer.
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Article

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

by
Seung-Hee Lee
1,
Jane E. Workman
1 and
Kwangho Jung
2,*
1
Southern Illinois University, Carbondale, USA
2
Korea Institute of Public Affairs of the Graduate School of Public Administration, Seoul National University, 1 Gwanak-Ro, Gwanak-Gu, Seoul 08826, South Korea
*
Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2016, 2(3), 14; https://doi.org/10.1186/s40852-016-0041-0
Submission received: 27 March 2016 / Accepted: 19 July 2016 / Published: 12 August 2016
Versions Notes

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.
Keywords: Brand relationship, Brand trust, Brand credibility, Brand choice overload, Risk avoidance, Social network markets Brand relationship, Brand trust, Brand credibility, Brand choice overload, Risk avoidance, Social network markets

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MDPI and ACS Style

Lee, S.-H.; Workman, J.E.; Jung, K. Brand relationships and risk: influence of risk avoidance and gender on brand consumption. J. Open Innov. Technol. Mark. Complex. 2016, 2, 14. https://doi.org/10.1186/s40852-016-0041-0

AMA Style

Lee S-H, Workman JE, Jung K. Brand relationships and risk: influence of risk avoidance and gender on brand consumption. Journal of Open Innovation: Technology, Market, and Complexity. 2016; 2(3):14. https://doi.org/10.1186/s40852-016-0041-0

Chicago/Turabian Style

Lee, Seung-Hee, Jane E. Workman, and Kwangho Jung. 2016. "Brand relationships and risk: influence of risk avoidance and gender on brand consumption" Journal of Open Innovation: Technology, Market, and Complexity 2, no. 3: 14. https://doi.org/10.1186/s40852-016-0041-0

APA Style

Lee, S. -H., Workman, J. E., & Jung, K. (2016). Brand relationships and risk: influence of risk avoidance and gender on brand consumption. Journal of Open Innovation: Technology, Market, and Complexity, 2(3), 14. https://doi.org/10.1186/s40852-016-0041-0

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