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15-03-2021 | Original Paper

“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality

Authors: Gwarlann de Kerviler, Nico Heuvinck, Elodie Gentina

Published in: Journal of Business Ethics | Issue 1/2022

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Abstract

The article 'Make an Effort and Show Me the Love!' delves into the effects of indexical and iconic authenticity on perceived brand ethicality. It begins by acknowledging the growing consumer demand for ethical brands and the existing research on the outcomes of perceived brand ethicality. The study introduces a novel perspective by investigating authenticity as a key antecedent to perceived brand ethicality, distinguishing between indexical (original version) and iconic (authentic reproduction) authenticity cues. Through five empirical studies, the authors demonstrate that indexical authenticity cues evoke greater perceived ethicality than iconic cues. This effect is mediated by perceptions of effort and love embedded in the products, highlighting the importance of perceived effort in signaling both quality and ethicality. The study contributes to the effort heuristic literature by showing that effort not only signals quality but also influences perceptions of ethicality through perceptions of embedded love. The findings have significant implications for brand managers and marketing professionals seeking to enhance the ethical perception of their brands.

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Metadata
Title
“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality
Authors
Gwarlann de Kerviler
Nico Heuvinck
Elodie Gentina
Publication date
15-03-2021
Publisher
Springer Netherlands
Published in
Journal of Business Ethics / Issue 1/2022
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-021-04779-3

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