Lee, Seung-Hee; Workman, Jane E.; Jung, Kwangho - In: Journal of Open Innovation: Technology, Market, and … 2 (2016) 14, pp. 1-15
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 …