The Effects of Brand Hypocrisy on Consumer Evaluations and Behaviors: Moderating Role of Nutrition Consciousness
Many individuals accuse brands of hypocrisy for lacking transparency and sincerity, which could harm the brands’ image and lead to negative evaluations. Accusations of hypocrisy can also result in negative behavioral outcomes, such as brand distance and negative word of mouth (nWOM). This is partic...
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| Format: | Article |
| Language: | English |
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Vilnius University Press
2023-05-01
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| Series: | Organizations and Markets in Emerging Economies |
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| Online Access: | https://www.zurnalai.vu.lt/omee/article/view/32347 |