Effects of transparent brand communication on perceived brand authenticity and consumer responses

Purpose This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust and behavioral intentions. Design/methodology/approach Two between-participants factorial design experiments ( n = 176 for Study 1 and n = 169 for Study 2) were...