Yang, Jing; Battocchio, Ava Francesca - In: Journal of Product & Brand Management 30 (2020) 8, pp. 1176-1193
Purpose: This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust...