The power of controversy: an experimental study involving brands market share and consumers personal power
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/108489 |
Resumo: | This research aims at investigating the potential relationship between controversy, market share and consumers’ perceptions of brand trust, power, and influence.Specifically, I examined whether controversial activities sponsored by brands with higher market share (vs.lower market share) may affect consumers’ perception of these brands’power, influence,and trustworthiness. Furthermore, this research contributes to traditional compensatory consumption theories. Specifically, this research investigates the potential relationship existing between individuals with feelings of low personal power and low personal control and the purchase and referral intentions of controversial brands with higher(vs. lower) market share. |
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The power of controversy: an experimental study involving brands market share and consumers personal powerControversyLgbtq+PowerPowerlessDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis research aims at investigating the potential relationship between controversy, market share and consumers’ perceptions of brand trust, power, and influence.Specifically, I examined whether controversial activities sponsored by brands with higher market share (vs.lower market share) may affect consumers’ perception of these brands’power, influence,and trustworthiness. Furthermore, this research contributes to traditional compensatory consumption theories. Specifically, this research investigates the potential relationship existing between individuals with feelings of low personal power and low personal control and the purchase and referral intentions of controversial brands with higher(vs. lower) market share.Consiglio, IreneRUNPedretti, Jordi2020-12-11T16:28:44Z2020-06-012019-06-012020-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/108489TID:202524485enginfo: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:RCAAP2024-03-11T04:53:00Zoai:run.unl.pt:10362/108489Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:41:11.512844Repositório 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: an experimental study involving brands market share and consumers personal power |
title |
The power of controversy: an experimental study involving brands market share and consumers personal power |
spellingShingle |
The power of controversy: an experimental study involving brands market share and consumers personal power Pedretti, Jordi Controversy Lgbtq+ Power Powerless Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The power of controversy: an experimental study involving brands market share and consumers personal power |
title_full |
The power of controversy: an experimental study involving brands market share and consumers personal power |
title_fullStr |
The power of controversy: an experimental study involving brands market share and consumers personal power |
title_full_unstemmed |
The power of controversy: an experimental study involving brands market share and consumers personal power |
title_sort |
The power of controversy: an experimental study involving brands market share and consumers personal power |
author |
Pedretti, Jordi |
author_facet |
Pedretti, Jordi |
author_role |
author |
dc.contributor.none.fl_str_mv |
Consiglio, Irene RUN |
dc.contributor.author.fl_str_mv |
Pedretti, Jordi |
dc.subject.por.fl_str_mv |
Controversy Lgbtq+ Power Powerless Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Controversy Lgbtq+ Power Powerless Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This research aims at investigating the potential relationship between controversy, market share and consumers’ perceptions of brand trust, power, and influence.Specifically, I examined whether controversial activities sponsored by brands with higher market share (vs.lower market share) may affect consumers’ perception of these brands’power, influence,and trustworthiness. Furthermore, this research contributes to traditional compensatory consumption theories. Specifically, this research investigates the potential relationship existing between individuals with feelings of low personal power and low personal control and the purchase and referral intentions of controversial brands with higher(vs. lower) market share. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-06-01 2020-12-11T16:28:44Z 2020-06-01 2020-06-01T00:00:00Z |
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/10362/108489 TID:202524485 |
url |
http://hdl.handle.net/10362/108489 |
identifier_str_mv |
TID:202524485 |
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) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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1799138024841281536 |