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.
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.
Lan Anh Nu Ton, University of Georgia, USA
Rosanna Smith, University of Georgia, USA
NA - Advances in Consumer Research Volume 47 | 2019
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
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)
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Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA