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Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual determinants

Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual... Escalating uncertainty surrounding brand communications has intensified consumer demands for transparency. Many definitions link transparency to the quantity of shared information, yet more information might not alleviate consumer uncertainty. The purpose of this paper is to develop a consumer-based conceptualisation of brand transparency that recognises the subjectivity in how transparency manifests for consumers.Design/methodology/approachThis research adopts a qualitative approach, leveraging 10 exploratory interviews with experts and 20 in-depth interviews with consumers.FindingsConfronted with information asymmetry, consumers rely on cues (openness, clarity, timeliness, evidence-based, explanatory) to evaluate a brand’s intentions to provide accurate information about focal domains in a way that establishes brand transparency. Focal domains of brand transparency (pro-social values, processes and product and service offerings) evolve in line with changing consumer expectations. Both consumer relationships and brand experiences influence brand transparency perceptions.Research limitations/implicationsThis study challenges an inherent assumption that access to more information informs brand transparency perceptions; instead, consumers require transparency about salient and focal topics. By delineating the observable signals consumers use to infer transparency and highlighting how consumers’ biases towards certain brands and product categories influence their perceptions of brand transparency, this study contributes to customer–brand relationship literature.Practical implicationsThe authors identify challenges for evoking brand transparency perceptions when information is salient. The authors stress the importance of open dialogue across all touchpoints to address consumer queries.Originality/valueBy challenging some assumptions of brand transparency literature, which have evolved from accounting and governance disciplines, this research introduces a distinctive perspective on consumer-based brand transparency. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual determinants

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References (83)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
eISSN
1758-7123
DOI
10.1108/ejm-12-2022-0885
Publisher site
See Article on Publisher Site

Abstract

Escalating uncertainty surrounding brand communications has intensified consumer demands for transparency. Many definitions link transparency to the quantity of shared information, yet more information might not alleviate consumer uncertainty. The purpose of this paper is to develop a consumer-based conceptualisation of brand transparency that recognises the subjectivity in how transparency manifests for consumers.Design/methodology/approachThis research adopts a qualitative approach, leveraging 10 exploratory interviews with experts and 20 in-depth interviews with consumers.FindingsConfronted with information asymmetry, consumers rely on cues (openness, clarity, timeliness, evidence-based, explanatory) to evaluate a brand’s intentions to provide accurate information about focal domains in a way that establishes brand transparency. Focal domains of brand transparency (pro-social values, processes and product and service offerings) evolve in line with changing consumer expectations. Both consumer relationships and brand experiences influence brand transparency perceptions.Research limitations/implicationsThis study challenges an inherent assumption that access to more information informs brand transparency perceptions; instead, consumers require transparency about salient and focal topics. By delineating the observable signals consumers use to infer transparency and highlighting how consumers’ biases towards certain brands and product categories influence their perceptions of brand transparency, this study contributes to customer–brand relationship literature.Practical implicationsThe authors identify challenges for evoking brand transparency perceptions when information is salient. The authors stress the importance of open dialogue across all touchpoints to address consumer queries.Originality/valueBy challenging some assumptions of brand transparency literature, which have evolved from accounting and governance disciplines, this research introduces a distinctive perspective on consumer-based brand transparency.

Journal

European Journal of Marketing – Emerald Publishing

Published: Dec 4, 2024

Keywords: Brand transparency; Signalling theory; Customer–brand relationships

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