Mueller-Bryson, S., Windels, K., & Karl, S. (2026). When Brands Don’t Practice What They Preach: A Proposed Model of the Effects of Brand Hypocrisy and Brand-Cause Fit on Women’s Responses to Femvertisements. Journal of Current Issues & Research in Advertising, 47(1), 95–117. https://doi.org/10.1080/10641734.2025.2452564

Mueller-Bryson, S., Windels, K., & Karl, S. (2026). When Brands Don’t Practice What They Preach: A Proposed Model of the Effects of Brand Hypocrisy and Brand-Cause Fit on Women’s Responses to Femvertisements. Journal of Current Issues & Research in Advertising, 47(1), 95–117. https://doi.org/10.1080/10641734.2025.2452564

Mueller-Bryson, S., Windels, K., &amp; Karl, S. (2026). When Brands Don’t Practice What They Preach: A Proposed Model of the Effects of Brand Hypocrisy and Brand-Cause Fit on Women’s Responses to Femvertisements. Journal of Current Issues &amp; Research in Advertising, 47(1), 95–117. https://doi.org/10.1080/10641734.2025.2452564

47.1-5: When Values Backfire

You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.

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47.1-5: When Values Backfire

47.1-5: When Values Backfire