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Does brand authenticity alleviate the effect of brand scandals?

Author

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  • Amélie Guèvremont

    (École des sciences de la gestion, Université du Québec à Montréal (ESG UQAM))

  • Bianca Grohmann

    (Concordia University)

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.

Suggested Citation

  • Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:4:d:10.1057_s41262-017-0084-y
    DOI: 10.1057/s41262-017-0084-y
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