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.
Citation:
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.
Authors
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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