Does brand authenticity alleviate the effect of brand scandals?

Amélie Guèvremont () and Bianca Grohmann ()
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Amélie Guèvremont: École des sciences de la gestion, Université du Québec à Montréal (ESG UQAM)
Bianca Grohmann: Concordia University

Journal of Brand Management, 2018, vol. 25, issue 4, No 4, 322-336

Abstract: Abstract This research investigates to what extent brand authenticity lessens the impact of a brand scandal on consumer responses to the brand involved in the scandal. A 2 × 2 experiment shows that consumers responded more favourably to a more (vs. less) authentic brand in the event of a scandal. The protective effects of higher levels of brand authenticity emerged for emotional and behavioural brand outcomes (i.e. greater affection and willingness to pay) and brand-related inferences (i.e. lower perceived responsibility for the scandal and hypocrisy). Nonetheless, even a more authentic brand was harmed by a brand scandal (vs. no scandal). This suggests that higher levels of brand authenticity do not fully offset the negative consequences of brand scandals. A follow-up experiment ruled out that brand age drives these protective effects in case of a scandal. These findings give rise to theoretical and managerial implications.

Keywords: Brand authenticity; Scandals; Brand attachment; Hypocrisy (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (13)

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DOI: 10.1057/s41262-017-0084-y

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