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
When Negative Observations Broaden Generalization of Product Attributes to Novel Products
Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA
Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information
Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA
Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition
Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA