Consumer Reactions to Brand Scandals: the Role of Brand Authenticity

Amélie Guèvremont, École des sciences de la gestion, Université du Québec à Montréal (ESG UQAM)
Bianca Grohmann, John Molson School of Business, Concordia University
This study looks at the role of brand authenticity in understanding how consumers react to a brand scandal. Results support the commitment hypothesis and indicate that high levels of brand authenticity protect brands from the negative consequences of a scandal manifested through higher behavioral intentions and more positive brand-related perceptions.
[ to cite ]:
Amélie Guèvremont and Bianca Grohmann (2015) ,"Consumer Reactions to Brand Scandals: the Role of Brand Authenticity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 787-787.