Perceived brand transparency: A conceptualization and measurement scale
Matteo Montecchi,
Kirk Plangger,
Douglas West
et al.
Abstract:Amid product scandals, corporate malpractices, and the proliferation of misinformation, consumers are becoming increasingly more skeptical about the brands they purchase. Transparency is often hailed as a strategic imperative to reassure consumers and increase brand trust; however, its deployment can be complex. With additional transparency, consumers may become overloaded with information, and the brand may be exposed to unwanted external scrutiny. Consequently, before disclosing strategically sensitive infor… Show more
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