What to say and what to do: the determinants of corporate hypocrisy and its negative consequences for the customer–brand relationship

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/methodology/approach A 2 (mission: no and yes) × 3 (sustainability activities: perfect, imperfect and no duty) experiment was developed. A total of 548 US consumers were randomly assigned to one of six case...