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



Share Proceeding

Featured papers

See More

Featured

Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates

Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

P8. Understanding Financial Literacy: a Meta-Analysis of the Antecedents, Consequents and Moderators

FERNANDO DE OLIVEIRA SANTINI, UNIVERSIDADE DO VALE DO RIO DOS SINOS - UNISINOS
Frederike Monika Budiner Mette, ESPM, Brazil
Mateus Canniatti Ponchio, ESPM, Brazil
Wagner Junior Ladeira, Unisinos

Read More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.