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
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA
The Effects of Being Time Poor and Time Rich on Happiness
Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore