Examines the construct of perceived risk, as used in consumer and marketing research. In the light of the shortcomings of past research, develops and tests three hypotheses. Findings show that the risk dimensions proposed in the literature (i.e. financial, psychological, social, performance, physical and time‐related risk) capture a very high fraction of perceived overall risk, and that a parsimonious structure of the risk concept exists as the other risk dimensions are mediated through individual psychological risk. Implications are highlighted.

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Purpose -This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks whether, to what extent and how the discipline of marketing has addressed CSR. Design/methodology/approach -After clarifying core concepts and proposing a new definition of CSR, 54 articles in leading marketing journals between 1995 and 2005 are analyzed in terms of publication characteristics, research design, variables, sampling, level of analysis, issues raised, and key findings. Findings -Recommendations include a broadened perspective in empirical research to address CSR in its entirety, expand the focus beyond consumers, include a broader range of samples and conduct more inductive, exploratory empirical studies. These steps will contribute to a multidimensional view of the future customer.Research limitations/implications -The number and specific choice of journals was subject to a compromise between comprehensiveness and the availability of space for a review. Practical implications -The way the scholarly marketing literature treats CSR impacts what our students and other constituencies learn. Originality/value -Given the veritable explosion in CSR research in the recent years, there is a genuine need for the field to take stock of what has been learned so far and what that implies in terms of where researchers should be headed.

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Based on a survey of Western brands in Russia, three contributions are offered to the literature on international brand-building. First, the Aaker brand personality scale (Aaker 1997) was tested in a Russian context. Important similarities and differences between Western and Russian brand personality perceptions were identified. Second, the results show that brand personalities of Western brands also have an impact on brand attitudes among Russian consumers. Third, and most importantly, it is demonstrated that the effect of Western brand personalities is heavily moderated by consumer ethnocentrism. Specifically, only low-ethnocentric consumers are influenced by foreign brand personalities.