..., a company’s ability to cope with such situations is becoming increasingly important. This study aims to examine the negative effects of corporate hypocrisy on corporate reputation. First, it reveals the underlying mechanisms by presenting corporate trust and affective commitment as parallel mediators...

..., the discussion of the results is presented along with implications and avenues for future research. Affective commitment Customer engagement Brand engagement Loyalty Continuance commitment Literature has suggested that acquiring new customers is costly, but it is also not easy to keep...