Brand Hypocrisy From a Consumer Perspective: Scale Development and Validation

This research conceptualizes brand hypocrisy from a consumer perspective. A multiphase process generates a 12-item brand hypocrisy scale with four dimensions (image, mission, message, and social hypocrisy). Content, discriminant and predictive validity are supported. Findings enrich the understanding of negative brand-related inferences and conceptualize an understudied but increasingly relevant judgment.


Amélie Guèvremont (2017) ,"Brand Hypocrisy From a Consumer Perspective: Scale Development and Validation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 642-643.


Amélie Guèvremont, Université du Québec à Montréal, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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