Brand Relationships in a "Post-Fact” World
Through an inductive analysis of consumer data obtained in the wake of Volkswagen’s “Dieselgate” scandal, we explore how brands that have failed to be truthful may not only sustain relationships with existing customers but also form the basis of new relationships with individuals influenced by discourses that valorize institutional defiance.
Luciana Velloso and Eileen Fischer (2018) ,"Brand Relationships in a "Post-Fact” World", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 170-176.
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door
Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University
M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior
Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore