What happens to a company’s reputation when its founder is shown to be a scoundrel?
New research from @UniversityofGA consumer psychology researcher @JulioCSevilla investigates if brands suffer or soar when CEOs & founders are booted for bad behavior.
https://t.co/QeWSpLxO8k
Very happy to share a project I started in my PhD @TerryCollege with my advisor @rosannaksmith and @JulioCSevilla is published @JofACR!🎉
We examine the morality-continuity authenticity tradeoff consumers face when assessing a company’s decision to fire an unethical founder. 1/2