An evaluation of the "Aunt Jemima" product rebrand suggests that consumers may be less likely to like, trust and buy a product after such a change - even when informed of the intention to address racism
Article URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0280873
Article Title: Consumer responses to rebranding to address racism
Author Countries: USA
Funding: The authors received no specific funding for this work.
Consumer responses to rebranding to address racism
Article Publication Date
The authors have declared that no competing interests exist.