Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual determinants

What is it about?

Consumers demand brands to be transparent, but what does this mean? This research identifies the range of topics consumers consider when deciding whether a brand is transparent. We outline the characteristics of the communication that consumers use to decide whether a brand is transparent, showing that it not based on the amount of information - which is what previous research believed. Further, we show how factors such as brand preference and experience with brands and product categories influence brand transparency perceptions.

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