Purpose: This research sheds light on behavioral change by demonstrating the transformative power of a brand on the process of eating behavioral change. The selected brand isThree Times a Day(a culinary blog whose mission is to encourage a healthier diet). This study aims to identify...

Purpose: There is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to conceptualize the construct of brand hypocrisy from a consumer perspective and develop a scale to measure it....