Firing Founders That Behave Badly: Effects of Morality Versus Authenticity on Brand Evaluation

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 the company’s perceived morality and perceived authenticity.


Lan Anh N Ton and Rosanna Smith (2020) ,"Firing Founders That Behave Badly: Effects of Morality Versus Authenticity on Brand Evaluation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 732-734.


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


NA - Advances in Consumer Research Volume 48 | 2020

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