The power of controversy: the role of brand loyalty

• Autor(a) principal: Klude, Juliana
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/158117
• topic: Consumer behavior; Controversial brands; Controversy; Brand loyalty; Purchase intention; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Consumers are increasingly pressuring brands to take a stand on sociopolitical issues. Since the underlying risks and benefits for companies have not yet been thoroughly researched, managers do not want to risk alienating consumers who disagree with their position. This study hypothesizes that brand loyalty mitigates the negative effects of controversy when people disagree with the brand’s statement. The results did not reveal a significant effect of brand loyalty on purchase intention when people oppose their opinion. However, it was confirmed that loyal consumers have higher purchase intentions compared to non-loyal ones for both controversial and non-controversial brand statements.