The Perceived Risk-Brand Loyalty Relationship: An International Perspective

Creator(s)

Bronislaw J. Verhage, Georgia State University
Ugur Yava, East Tennessee State University
Robert T. Green, The University of Texas at Austin
Eser Borak, Bosphourus University Bebek

Document Type

Article

Publication Date

7-16-1990

Description

When choosing among alternative brands, most buyers perceive risk. Previous research in the United States has shown that consumers therefore develop risk reduction strategies, such as commitment to a brand. This paper provides additional cross-national testing of the established relationship between perceived risk and brand loyalty.The study shows that although the concepts of perceived risk and brand loyalty exist outside of the U.S.A., the magnitude of each varies by country and by product. The results strengthen the case for further cross-cultural empirical marketing research: it is conceivable that other marketing principles and consumer behavior models that operate in the United States may also not be applicable to international markets.

Citation Information

Verhage, Bronislaw J.; Yava, Ugur; Green, Robert T.; and Borak, Eser. 1990. The Perceived Risk-Brand Loyalty Relationship: An International Perspective. Journal of Global Marketing. Vol.3(3). 7-22. https://doi.org/10.1300/J042v03n03_02 ISSN: 0891-1762