Amélie Guèvremont

Concordia University, Quebec - John Molson School of Business

1455 de Maisonneuve Blvd. W.

Montreal, Quebec H3G 1M8

Canada

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Scholarly Papers (1)

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Does Brand Authenticity Alleviate the Effect of Brand Scandals?

Journal of Brand Management, Vol. 25, Issue 4, 2017
Number of pages: 15 Posted: 27 Jul 2018
Amélie Guèvremont and Bianca Grohmann
Concordia University, Quebec - John Molson School of Business and Concordia University, Quebec
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Abstract:

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Brand authenticity, Scandals, Brand attachment, Hypocrisy