...Junghyun Kim; Won-Moo Hur Purpose With increasing concern about the negative effects of corporate hypocrisy on brand management, this study aims to investigate how corporate hypocrisy prompts customers to engage in vindictive behavior. It examines the moderating role of self-construal to determine...

...Luri Lee; Won-Moo Hur Purpose Corporate hypocrisy occurs when a discrepancy exists between corporate talk and actions. As companies assume more extensive economic, societal and global roles, they are more likely to encounter situations in which their words and actions are inconsistent. Therefore...

...Sojin Jung; Gargi Bhaduri; Jung E. Ha-Brookshire Purpose This study aims to empirically examine the determinants of corporate hypocrisy and to investigate the potential negative impact on the consumer–brand relationship, specifically on trust, switch and resilience intentions. Design...