7P Firing Founders That Behave Badly: Effects of Moral Versus Type Authenticity on Brand Evaluations

When a company’s founder engages in ethical misconduct, the company can fire the founder in hopes that the brand’s reputation maintains its integrity. This article demonstrates that the removal of the founder still damages the brand through competing effects of both type and moral authenticity.



Citation:

Lan Anh Nu Ton and Rosanna Smith (2019) ,"7P Firing Founders That Behave Badly: Effects of Moral Versus Type Authenticity on Brand Evaluations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 995-995.

Authors

Lan Anh Nu Ton, University of Georgia, USA
Rosanna Smith, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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