The power of controversy: consumers- reactions to feminine and masculine brands

Detalhes bibliográficos
Autor(a) principal: Costa, Francisca Serejo Neves de Freitas
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/10362/156840
Resumo: The current research investigates the potential relationships between brand controversy, brand power, brand personality and purchase intentions. Specifically, it examines if controversial (vs. non-controversial) brands are perceived as more risk-takers and powerful, and if in turn those perceptions affect brands with different personalities such that feminine (vs. masculine) controversial brands are purchased less. Through an experimental study, where controversy was manipulated, results showed that controversial brands are perceived as more risk-takers. For the other hypotheses, no evidence of support was found.
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spelling The power of controversy: consumers- reactions to feminine and masculine brandsConsumer behaviorControversial brandsRiskBrand powerFeminine brand personalityMasculine brand personalityDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe current research investigates the potential relationships between brand controversy, brand power, brand personality and purchase intentions. Specifically, it examines if controversial (vs. non-controversial) brands are perceived as more risk-takers and powerful, and if in turn those perceptions affect brands with different personalities such that feminine (vs. masculine) controversial brands are purchased less. Through an experimental study, where controversy was manipulated, results showed that controversial brands are perceived as more risk-takers. For the other hypotheses, no evidence of support was found.Consiglio, IreneRUNCosta, Francisca Serejo Neves de Freitas2023-08-25T10:05:42Z2022-01-172021-12-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/156840TID:203063465enginfo: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:RCAAP2024-03-11T05:39:08Zoai:run.unl.pt:10362/156840Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:28.054532Repositório 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: consumers- reactions to feminine and masculine brands
title The power of controversy: consumers- reactions to feminine and masculine brands
spellingShingle The power of controversy: consumers- reactions to feminine and masculine brands
Costa, Francisca Serejo Neves de Freitas
Consumer behavior
Controversial brands
Risk
Brand power
Feminine brand personality
Masculine brand personality
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The power of controversy: consumers- reactions to feminine and masculine brands
title_full The power of controversy: consumers- reactions to feminine and masculine brands
title_fullStr The power of controversy: consumers- reactions to feminine and masculine brands
title_full_unstemmed The power of controversy: consumers- reactions to feminine and masculine brands
title_sort The power of controversy: consumers- reactions to feminine and masculine brands
author Costa, Francisca Serejo Neves de Freitas
author_facet Costa, Francisca Serejo Neves de Freitas
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Costa, Francisca Serejo Neves de Freitas
dc.subject.por.fl_str_mv Consumer behavior
Controversial brands
Risk
Brand power
Feminine brand personality
Masculine brand personality
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Controversial brands
Risk
Brand power
Feminine brand personality
Masculine brand personality
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The current research investigates the potential relationships between brand controversy, brand power, brand personality and purchase intentions. Specifically, it examines if controversial (vs. non-controversial) brands are perceived as more risk-takers and powerful, and if in turn those perceptions affect brands with different personalities such that feminine (vs. masculine) controversial brands are purchased less. Through an experimental study, where controversy was manipulated, results showed that controversial brands are perceived as more risk-takers. For the other hypotheses, no evidence of support was found.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-17
2022-01-17T00:00:00Z
2023-08-25T10:05:42Z
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/10362/156840
TID:203063465
url http://hdl.handle.net/10362/156840
identifier_str_mv TID:203063465
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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