The power of controversy, the allure of controversial brands and people
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/131513 |
Resumo: | This research projects explores the effect of controversy on brand awareness. More in particular, it aims to understand how consumers perceive brands who engage in controversy, considering the different levels of each individual’s personal sense of control. Initially we hypothesised that individuals experiencing low levels of control would be more attracted towards brands who engaged in controversy, and this would reflect in terms of immediate brand recall and recognition. However, the findings of this research did not confirm this theory, and in fact, they showed marginal evidence that it was the individuals experiencing high levels of control who were more attracted to controversial brands. |
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The power of controversy, the allure of controversial brands and peopleMarketingConsumer behaviourBrand managementBrand awarenessDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis research projects explores the effect of controversy on brand awareness. More in particular, it aims to understand how consumers perceive brands who engage in controversy, considering the different levels of each individual’s personal sense of control. Initially we hypothesised that individuals experiencing low levels of control would be more attracted towards brands who engaged in controversy, and this would reflect in terms of immediate brand recall and recognition. However, the findings of this research did not confirm this theory, and in fact, they showed marginal evidence that it was the individuals experiencing high levels of control who were more attracted to controversial brands.Consiglio, IreneRUNGonçalves, Rui Frederico Albasini2022-01-25T15:21:11Z2021-06-292021-05-162021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/131513TID:202770257enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:10:07Zoai:run.unl.pt:10362/131513Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:06.388507Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The power of controversy, the allure of controversial brands and people |
title |
The power of controversy, the allure of controversial brands and people |
spellingShingle |
The power of controversy, the allure of controversial brands and people Gonçalves, Rui Frederico Albasini Marketing Consumer behaviour Brand management Brand awareness Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The power of controversy, the allure of controversial brands and people |
title_full |
The power of controversy, the allure of controversial brands and people |
title_fullStr |
The power of controversy, the allure of controversial brands and people |
title_full_unstemmed |
The power of controversy, the allure of controversial brands and people |
title_sort |
The power of controversy, the allure of controversial brands and people |
author |
Gonçalves, Rui Frederico Albasini |
author_facet |
Gonçalves, Rui Frederico Albasini |
author_role |
author |
dc.contributor.none.fl_str_mv |
Consiglio, Irene RUN |
dc.contributor.author.fl_str_mv |
Gonçalves, Rui Frederico Albasini |
dc.subject.por.fl_str_mv |
Marketing Consumer behaviour Brand management Brand awareness Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Marketing Consumer behaviour Brand management Brand awareness Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This research projects explores the effect of controversy on brand awareness. More in particular, it aims to understand how consumers perceive brands who engage in controversy, considering the different levels of each individual’s personal sense of control. Initially we hypothesised that individuals experiencing low levels of control would be more attracted towards brands who engaged in controversy, and this would reflect in terms of immediate brand recall and recognition. However, the findings of this research did not confirm this theory, and in fact, they showed marginal evidence that it was the individuals experiencing high levels of control who were more attracted to controversial brands. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-29 2021-05-16 2021-06-29T00:00:00Z 2022-01-25T15:21:11Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/131513 TID:202770257 |
url |
http://hdl.handle.net/10362/131513 |
identifier_str_mv |
TID:202770257 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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