Does Brand Authenticity Alleviate the Effect of Brand Scandals?

15 Pages Posted: 27 Jul 2018

See all articles by Amélie Guèvremont

Amélie Guèvremont

Concordia University, Quebec - John Molson School of Business

Bianca Grohmann

Concordia University, Quebec

Date Written: November 2017

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

Suggested Citation

Guèvremont, Amélie and Grohmann, Bianca, Does Brand Authenticity Alleviate the Effect of Brand Scandals? (November 2017). Journal of Brand Management, Vol. 25, Issue 4, 2017. Available at SSRN: https://ssrn.com/abstract=3219031 or http://dx.doi.org/10.1057/s41262-017-0084-y

Amélie Guèvremont (Contact Author)

Concordia University, Quebec - John Molson School of Business

1455 de Maisonneuve Blvd. W.
Montreal, Quebec H3G 1M8
Canada

Bianca Grohmann

Concordia University, Quebec ( email )

1455 de Maisonneuve Blvd. W.
Montreal, Quebec H3G 1MB
Canada

Register to save articles to
your library

Register

Paper statistics

Downloads
3
Abstract Views
120
PlumX Metrics