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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 11: Perceived Risk and Trust
Brand Risk

Just as in other forms of direct marketing, there is brand risk--the risk that the specific brand the consumer is buying will have problems. Generally, brand risk is eliminated when selling well-known national brands.

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