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  1. “Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality.Gwarlann de Kerviler, Nico Heuvinck & Elodie Gentina - 2022 - Journal of Business Ethics 179 (1):89-110.
    This article uncovers an important yet overlooked antecedent of brand ethicality that lies beyond the predominant focus on environmental and social actions in the literature: perceived brand authenticity. Perceived authenticity and brand ethicality strongly drive consumer decision making, but the link between the two has not been closely scrutinized. This article examines how two types of authenticity cues differently influence consumers’ perceptions of brand ethicality. Across five studies and four different product categories, the findings show that indexical authenticity cues lead (...)
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