IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v15y2023i1p46-53n7.html
   My bibliography  Save this article

Monitoring Marketing Sources of Brand Reputation Risk

Author

Listed:
  • Fournier Susan

    (Boston University, Questrom School of Business, Boston, MA)

  • Srinivasan Shuba

    (Boston University, Questrom School of Business, Boston, MA)

Abstract

Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand’s overall standing, stature and esteem that derives from negative signals regarding the brand. Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to manage brand reputation risk might contain. From the analysis of monitoring data, brands can, among other things, assess the level of severity of a specific brand reputation risk issue, the frequency of certain types of events, alternate response scenarios and the effectiveness of their actions.

Suggested Citation

  • Fournier Susan & Srinivasan Shuba, 2023. "Monitoring Marketing Sources of Brand Reputation Risk," NIM Marketing Intelligence Review, Sciendo, vol. 15(1), pages 46-53, May.
    • Handle: RePEc:vrs:gfkmir:v:15:y:2023:i:1:p:46-53:n:7
    DOI: 10.2478/nimmir-2023-0007
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nimmir-2023-0007
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nimmir-2023-0007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:15:y:2023:i:1:p:46-53:n:7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.