“…The question now arises if reputation risk plays a moderating role amid the relationship between media exposure and customer perception the Sialkot sports manufacturing industry Pakistan. the author of this study argues that despite the fact that media exposure can positively impact the customer perception about the product of the industry and hardness greater customers loyalty and brand image (El Ghoul et al, 2019;Etter et al, 2019;Hoque, 2019;Kasemsap, 2018;Veldeman et al, 2017), the overall reputation risk which is often considered to be a negative aspect on the operations of a business (Fournier & Srinivasan, 2018;Heidinger & Gatzert, 2018;Hogarth et al, 2018;Mitic, 2018;Pereira et al, 2018;Tannous & Yoon, 2018), can reduce the effect of this media exposure on the development of customer perception. The major issue in this regard is that reputation risk gives a negative sense about the quality of the product in the minds of the customers and despite the good value developed by the media exposure the overall perception is lowered (Barakat et al, 2019;Gürhan-Canli & Batra, 2004;Ma & Wong, 2018;Tuttle, 2018).…”