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



Share Proceeding

Featured papers

See More

Featured

Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior

Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain

Read More

Featured

A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

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.